lessons learned from the fifa confederations cup 2009

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201 0 Central City Partners Forum LESSONS LEARNED FROM THE FIFA CONFEDERATIONS CUP 2009

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Page 1: Lessons learned from the FIFA Confederations Cup 2009

20

10

Central City Partners Forum

LESSONS LEARNED FROM THE

FIFA CONFEDERATIONS CUP 2009

Page 2: Lessons learned from the FIFA Confederations Cup 2009

Using large events to leverage urban regeneration:

The 2010 FIFA World Cup™ in the Cape Town Central City

Page 3: Lessons learned from the FIFA Confederations Cup 2009

getting citizens to feel that they live in a great city

Page 4: Lessons learned from the FIFA Confederations Cup 2009

post confeds cup:

the GOOD NEWS!

‘South Africa passes World Cup test’

- BBC News (July 2009)

‘2010 brand advocacy set to beat Germany benchmark’- Dr Nikolaus Eberl quoted in BizCommunity, 21 July 2009

Page 5: Lessons learned from the FIFA Confederations Cup 2009

“The organisation was very, very good ... all in all, it was a successful dress rehearsal for the 2010 FIFA World Cup.” - Franz Beckenbauer, FIFA Executive Committee Member, on rating the 2009 FIFA Confederations Cup

post confeds cup:

the GOOD NEWS!

Page 6: Lessons learned from the FIFA Confederations Cup 2009

“South Africa enjoyed a record attendance of 79% across all its FIFA Confederations Cup matches – making ours the best Confeds Cup ever. This leads us to believe that South Africa may even be able to host the best FIFA World Cup ever”

- Adam Brown, Senior Operations Manager for MATCH Event Services

post confeds cup:

the GOOD NEWS!

Page 7: Lessons learned from the FIFA Confederations Cup 2009

323visitors surveyed (Cape Town Tourism, UCT)

47%came just for the event

71%was attracted by culture, history & natural beauty

15%said “value for money” counts

post confeds cup:

the GOOD NEWS!

Page 8: Lessons learned from the FIFA Confederations Cup 2009

53%planned via internet

14average number of days stayed

52%visited Cape Town as well

33%largest group: USA

20%second largest group: Brazil

post confeds cup:

the GOOD NEWS!

Page 9: Lessons learned from the FIFA Confederations Cup 2009

so what’s with the negativity?

Page 10: Lessons learned from the FIFA Confederations Cup 2009

ACSA update

Page 11: Lessons learned from the FIFA Confederations Cup 2009

ACSA update

Page 12: Lessons learned from the FIFA Confederations Cup 2009

host city decoration plan: report back

First draft presented

90% of ideas “doable”

Thumbs up from FIFA

Page 13: Lessons learned from the FIFA Confederations Cup 2009

2010 CAPE TOWN PARTNERSHIP FORUM

CTRU 2010 destination marketing

campaign

The game of soccer lasts for 90

minutes. In 2010, it’s about MORE than the game

of soccer...

Page 14: Lessons learned from the FIFA Confederations Cup 2009

CAMPAIGN RATIONALELEVERAGE off 2010 to:

strengthen Cape Town & Western Cape’s position in

existing markets

and plant seed in new markets

Objectives Facilitate stays throughout the region before,

between and after matches.

Help visitors enjoy a fuller range of experiences

before, between and after matches

Motivate non-soccer going visitors, and locals to

experience the

Cape Town and the Western Cape during the 2010

FIFA World Cup™.

Page 15: Lessons learned from the FIFA Confederations Cup 2009

themes

Score an Adrenaline Hat Trick!

Cheer a Killer Pass On and Off the Field

When your Craving Demands more than a Burger

Take in a bit of Cape Culture as your Team goes for Glory

Living it up when the Final Whistle Blows!

OUTDOOR ACTIVE

NATURAL BEAUTY

GOURMET DELIGHTS

When the Sound of the Vuvuzela Starts Getting to You

CULTURE & HERITAGE

BODY, MIND & SPIRIT

COSMOPOLITAN VIBE

Page 16: Lessons learned from the FIFA Confederations Cup 2009

FOR MORE INFORMATION

Detailed presentation included on the CDs

Copy of the FAN AMBASSADOR Road Trip Clips included

on the CDs

Contact Person: Itumeleng Pooe – 021 487 4860 –

[email protected]

Campaign Site: www.tourismcapetown.co.za and ‘kick’

on Beyond the 90 Minutes

Page 17: Lessons learned from the FIFA Confederations Cup 2009

jackson nkumando at the cticc

Page 18: Lessons learned from the FIFA Confederations Cup 2009

Next meeting22 September