2010 tourism organizing plan marketing progress report

2010 TOURISM ORGANIZING PLAN MARKETING PROGRESS REPORT

Background 2010 Tourism Organizing Plan SAT Progress Implementing Plan International Marketing Campaigns Domestic Marketing Campaigns Future 2010 Campaigns Content Current Tourism Trends Institutional Coordination

Background In 2004 SA won the bid to host the 2010 FIFA World Cup In 2005/06 SA Tourism in partnership with DEAT developed the 2010 Tourism Organizing Plan The plan called for the establishment of a 2010 Event Unit within SAT to manage its implementation The application by SAT for funding the unit was declined Therefore in 2007 SAT established a smaller Event Unit The Unit developed an Events Tourism Growth Strategy which defines its priorities and role for the 2010 FIFA World Cup Within the context of the strategy & 2010 Tourism Organizing Plan, the LOC, IMC & SAT defined its roles and responsibilities

Current Trends

South Africa continues to outperform global tourism growth. Global international arrivals grew by 1.3% in 2008 while arrivals to South Africa grew by 5.5% Note: UNWTO estimates incorporate provisional data for some regions Source: Statssa Tourism & Migration release December 2008, SAT analysis; UNWTO World Tourism Barometer, Jan 2009 Year-on-Year Change in Foreign Arrivals to each region % Change 2007Arrivals (Millions) 944.2184.9480.146.4142.1898 2008 Arrivals (Millions) 9.646.9188.3488.552.9147.6924

*Comments captured above based on opinion of participants interviewed and anecdotal evidence Source: StatsSA, Tourism & Migration release Arrivals to South Africa continues its upward climb reaching 9,6 million arrivals in 2008 State of Emergency Foreign Tourist Arrivals to South Africa, 1966-2008 Arrivals (Millions) First Democratic Elections Nelson Mandela released Sanctions against South Africa lifted 1970s and 80s Stagnation Stagnation drove low investment, focus on narrow white domestic market and costs 1990-1998 Growth Initial period of short-term profit- taking followed by period of investment growth and entry of foreign players 1998-2004 Cyclicality Global events, currency volatility drove uncertainty and short-term strategy by firms Investment rates remain weak overall Sanctions Era 9,6 million arrivals in 2008 Rugby World Cup 9/11

Arrivals to South Africa for 2008 grew by 5.5% over 2007 to reach 9,591,828. This growth was driven by growth in all regions with the exception of Asia and Europe which fell by 7.6% and 0.5% respectively. AFRICA 7,329,103 arrivals 7.0% up from 2007 Central & South America 62,988 arrivals 9.6% up from 2007 North America 344,420 arrivals 4.4% up from 2007 Europe 1,406,350 arrivals 0.5% down from 2007 Asia 201,657 arrivals 7.6% down from 2007 Australasia 120,929 arrivals 4.9% up from 2007 Middle East 45,786 arrivals 11.2% up from 2007 Indian Ocean Islands 19,524 arrivals 10.1% up from 2007 Source: SAT Table A December 2008 Jan to Dec 2008

We estimate that we would get an additional 259,000 arrivals in 2010 as a result of the World Cup. This estimate accounts for displacement and does not distinguish between ticket-holders and non ticket-holders. Note: This estimate includes the FIFA family estimated at 150,000 8 Additional 259k arrivals

Core Markets Kenya Nigeria Botswana USA UK Australia India France Germany Netherlands Tactical Markets Tanzania Ghana Lesotho Swaziland Singapore Switzerland Ireland Investment Markets Angola DRC Canada China Japan Italy Sweden Mozambique Zimbabwe Watch-List Markets Brazil Malaysia Egypt Namibia UAE New Zealand Belgium Korea Austria Denmark Norway Spain Portugal Strategic Importance / Hubs Bahrain Oman Qatar Saudi Arabia Ethiopia Zambia Senegal Argentina Thailand Greece Likely to qualify for the 2010 WC Source: SAT Tourism Portfolio 2005-2009, Monitor Analysis A large number of arrivals are expected to be from South African Tourisms key source markets

Core Markets Market presence ATL + BTL promotions 2010 activations Media hosting JMA with trade TV & cinema Tactical Markets Limited educational trade workshops Media hosting TV & cinema Investment Markets JMA with trade Media hosting TV & cinema Watch-List Markets Print advertorials Media hosting Limited activations TV Strategic Importance / Hubs Opportunistic activations Partnership with embassies TV SA Tourism Role in Markets

2010 Tourism Organizing Plan

World class African World Cup Lasting social legacy Spread benefit to continent Sustainable GDP growth Sustainable job creation Redistribution and Transformation Broader objectives of 2010 EventMandate for Tourism To achieve the 2010 tourism objectives we need to capitalise on opportunities presented by the World Cup and address key tourism challenges Capitalising on 2010 Arrivals and Exposure Addressing Key Tourism Challenges To Deliver the Experience Information and Transactional Fulfilment Tourism-friendly Transport and Tourist Safety & Security Marketing and Branding Skills and Service Levels Accommodation Events and Attractions Position South Africa to Achieve its Tourism mandate and broader 2010 Objectives by through coordinated interventions within each functional area. Objectives of the 2010 Tourism Plan Contribute to a successful event Maximise tourism value from event Enable other African countries to benefit Brand SA as a tourism destination Advance the tourism competitiveness agenda

2010 Tourism Organizing Plan Focus Areas Create a national content management platform Create interface to enable transaction booking Research WC demand to better understand profile, perceptions and expectations Scale-up SAT call-centre Create a 2010 national tourism volunteer program Identify and utilise opportunities to capture information about 2010 arrivals Develop a robust database of available products Engage with key stakeholders in SA and neighbouring countries to package products for 2010 and to manage displacement Deliver the brand to convert arrivals to brand ambassadors Identify 2010-related opportunities to brand South Africa as a world- class tourism destination Manage displacement Increase the number of graded establishments Identify existing and alternative accommodation for short-term spikes in demand Ensure sufficient tourism- friendly public transportation to tourism focal points Ensure completion & implementation of a national tourism safety plan Address poor service levels and skills shortages at key consumer touch points Coordinate event planning to maximize tourism value from the event Coordinate development and upgrading of attractions SAT / DEAT Accommodation Transport & Safety Skills & Service Levels Marketing & Branding Information Events & Attractions 1. 2. 3. 12. 13. 14. 15. 17.. 16. 18. 5. 6. 10. 11. 9. 7. 8. 4. SAT DEAT

SAT Progress of 2010 Tourism Organizing Plan

InitiativeProgress Information Create content management platform Launched 2010 consumer & stakeholder web portal at Indaba 2008. Currently registered 170 stakeholder organizations Research WC demand Completed research to understand perceptions of visitors & projected numbers for 2010 Marketing & Branding Identify 2010 related opportunities to brand & market South Africa Launched 2010 global marketing campaign Partnership with Coke, FIFA, IMC, etc Hosted foreign journalists during 2010 events Promoted SA at international events Summary

International Marketing Campaigns

2010 Global Campaign Developed a tactical 2010 campaign focused on promoting our people and culture through dance The diski dance campaign is aimed at show casing our hospitality and rhythm as a nation It is an invite to the world to come and celebrate with us as a nation The campaign was launched at Indaba during the Opening Celebration The 2010 TVC is broadcast on all global media platforms CNN, BBC, Eurosport, Sky Sport, ESPN & CNBC Africa Launched the 2010 domestic campaign with IMC using the diski dance which will be aired on SABC, ETV and MNET Supersport The response from organizations within SA has been overwhelming to learn the diski dance SAT will be rolling out this campaign in all foreign and domestic markets over the next 2 years A five phase roll out plan has been developed and will be implemented

Revolves around the Diski moves which will be show-cased as a dance that represents our vibrancy and rhythm as a nation Different scenes will show more and more people from all walks of life doing the dance as a nation inviting visitors to do the dance of diski South Africans must be encouraged to participate actively in this campaign to deliver the promise of a nation in celebration 2010 / Big Idea

Eurosport 3x brand TVCs (including: My Life, Numbers and 2010) The Sports & Golf Destination programmes,4x Sports Traveller programmes & 3x Business Class programmes Sports related sponsorships: Road to World Cup 2010 Eurogoals US Tennis Open World Cup Qualifiers Spot airing around sports events: Confederations Cup African Cup of Nations USA PGA Vancouver 2010 Total Distribution: 110,500,000 South Europe and Mediterranean Countries (including: Egypt, Greece, Portugal, Spain, Turkey, etc) West and North Europe (including: Denmark, Norway, Sweden, Switzerland, etc) Central and East Europe (including: Croatia, Czech Republic, Poland, Romania, Russia, etc) Global Media Partners

News Corporation 3x brand TVCs (including: My Life, Numbers and 2010) The News Corp stable includes ESPN, Sky News, Sky Sports and.Fox Sports related sponsorships: Road to South Africa 2010 ESPN Golf Focus Sky News International Fox Sports (LatAm) Spot airing around sports events: Confederations Cup World Cup Qualifiers African Cup of Nations Total distribution: 118,000,000 Pan Europe Asia (including: Korea, Singapore, Taiwan, Sri Lanka, etc) Pan Latin America (including: Argentina, Mexico, Chile, etc Global Media Partners

BBC 3x brand TVCs (including: My Life, Numbers and 2010) 12x 60 Journey vignettes 4x Odyssey vignettes (Madiba clip inviting the world) Sports related sponsorships: Sport Today Results Board Spot airing around sports events: Confederations Cup World Cup Qualifiers African Cup of Nations Total distribution: 291,525,000 Europe (including: Greece, Portugal, Spain, Sweden, Switzerland, Croatia, etc) Africa (including: Angola, Zambia, Cameroon, Ivory Coast, etc) Middle East (including: Turkey, Iran, Israel, Egypt, Saudi Arabia, etc) Asia (including: Hong Kong, Indonesia. Malaysia, New Zealand, Singapore, South Korea, etc) Americas (including: Argentina, Brazil, Colombia, Paraguay, Uruguay, Venezuela, etc) Global Media Partners

CNN 3x brand TVCs (including: My Life, Numbers and 2010) 5x CNN My SA ambassador vignettes Total EAMA distribution: 150,254,274 Europe (including: Greece, Portugal, Spain, Sweden, Switzerland, Croatia, etc) Middle East (including: Turkey, Iran, Israel, Egypt, Saudi Arabia, etc) Africa (including: Angola, Zambia, Cameroon, Ivory Coast, etc) Global Media Partners

National Geographic 3x brand TVCs (including: My Life, Numbers and 2010) Total distribution: 113,000,000 Europe India Australia USA Global Media Partners

PRE-2010 WORLD CUP 13 May 09 - July 2010 ENGAGE Objective: To showcase SA and get them involved in the South African experience Target Audience: Consumers Message: Come experience (like never before) Activations British & Irish Lions Tour June/July 2009 Confed Cup 14-28 June 2009 Vodacom Challenge July 2009 WTM & Soccerex November 2009 Final Draw December 2009 African Nations Cup January 2010 ITB March 2010 Indaba 2010 May 2010 BIT January 2010 Training of diski dances in all host cities & key countries Diski uniform- red T-shirts used at Indaba Production and distribution of 2010 toolkits Media hosting Media events Use of Zakumi at trade shows FIFA World Cup Qualifiers June-Nov 2009 2010 Tool kits USB arm bands 2010 Lifestyle Guide 2010 Maps Production of Collateral Partnerships Coke Confed Cup consumer campaign and Global 2010 consumer campaign MTN international starter packs, mobile platform to promote diski campaign Provincial / city stakeholders promotion of diski campaign, fan parks 2010 NCP activations at international & domestic 2010 related events Emirates / SAA information provision, promotional of marketing campaign Sony, Continental Tyres, VISA JATA Trade Show Japan Sep 09

Online Campaign JOIN THE WORLD DANCE A place where people from different countries can upload a photo of themselves and leave their comments about SA, the Diski dance and world cup fever in general. The object is to get as many people from your country to enter as possible. The prize is that 200 people will be chosen from the winning country to come and experience the biggest party in South Africa. This is a powerful community and team building section of the site, which helps people who will not be traveling to the World Cup still join the overall experience.

Domestic Marketing Campaign

2010 Domestic Campaign Aim is to get every South African to learn and do the diski dance Diski campaign is incorporated into Fly the Flag for 2010 which is a coordinated national 2010 campaign IMC, GCIS, LOC, SABC Encourages South Africans to be good hosts by doing the following: Fly the SA Flag Learn the national anthem Support Bafana Bafana Learn the diski dance Campaign involves TVC, print and online platforms & activations with public and private sector partners Production of a tool kit with all promotional elements of the campaign which will be distributed to all partners Diski dancers have been trained in all host cities and will be made available to perform at public events

2010 Domestic Campaign / Icon / Logo

2010 Domestic PR Leverage Generate content to be used on line & mobile platforms Facebook, Twitter, websites and mobi sites Utilise Lucas Radebe to mobilise Invite corporate South Africa to upload their work force doing the diski Radio personalities and celebrities South African sportsmen and women Springboks, Proteas, Amaglug - glug, Banyana Banyana Create facebook diski badges, collected on facebook profiles Packaged content for on line distribution - PSL teams posted on clubs home pages Mobile Diski units placed at International sporting events - Cricket, rugby ect Tourist Z card campaign - hotels and car hire Local Soccer teams and supporter clubs

2010 National Diski Day Engage Government, media, schools, corporate and the average South African Utilising Lucas Radebe - we will enlist 2010 x South African corporate to become official ambassadors Corporates register on line to become an official ambassador with a minimum membership fee required Membership fees will facilitate the purchase of South African flags and Bafana Bafana T shirts Once registered they will align themselves with an underprivileged school in their province and corporates to engage schools to teach learners the diski dance National Diski Day will see as many South Africans as possible doing the diski dance at the same time irrespective of location At 12H00 noon the entire country will do the diski dance regardless if you are in a mall at a taxi rank - this will be broadcast live with the identified media partner Corporate Ambassadors will be required to visit and activate the diski dance at their chosen schools whilst distributing flags and shirts South Africans will be engaged to submit video s of their diski activation. All content will be uploaded to the diski site Footage may be used to create further TVC s to showcase the passion and unity of South Africans

Future 2010 Campaigns

2009 Events EVENTACTIVITIES WTM November 09 London Media event Experiential exhibition EVENTACTIVITIES Soccerex November 09 Media event Host foreign media EVENTACTIVITIES FIFA Qualifiers July Nov 09 Media events to welcome participating countries in each qualifying market EVENTACTIVITIES Final Draw December 09 Media event Host foreign media

2009/10 Events EVENTACTIVITIES Indaba 2010 May 2010 Media event Soccer activation EVENTACTIVITIES ITB March 2010 Media event Soccer activation

Institutional Coordination

InternationalDomesticAfrica LOC 1.Promo (Ad) 2.Magazine Programme (FIFA) 3.Reputation Management 4.Visiting qualifying Countries (2009/10 Road shows 1.Confederations Cup public activations 2.Promo (Ad) 3.SA United (Incl. IMC, GCIS) 1.Communications Affiliates Promo (Ad) SAT 1.2010 Global Campaign Diski Dance 2.Relationship with Media 3.WTM, ITB, Indaba 1.Shot Left ( using shot left to promote the Diski dancers) 2.Media Relationships 1.Global advertising 2.Media relations 3.Event marketing IMC 1.Mass Mobilisation 2.Fly the Flag Campaign 3.National Partnership Conference 1.TV Advert 2.World Economic Forum on Africa Cape Town (partnership with The Dti) GCIS 1. Reputation Management1.Fly the Flag campaign 2.Roadshows Tertiary 3.Provincial mass mobilisation Roadshows TBA SABC 1.Siyanqoba 2.Sea of Gold 3.Greening the Nation 4.Every Child a Radio 1.African Union of Broadcasters Conference Agreed Roles - National

Provincial Tourism Authorities 1.Packaging of provincial tours 2.Marketing of provincial destinations 3.Provincial marketing coordination 4.Information management provincial accommodation stats Host City Tourism Authorities 1.Packaging of city tours 2.Marketing of city attractions 3.Information management city accommodation stats 4.Event management Host City 2010 Units1.Management of safety & security plans 2.Management of transport plans 3.Management of infrastructure upgrades 4.Logistical support to LOC 5.Management of volunteer program Provincial & Local

2010 Structures 2010 SA LOC Board sub-committee on Marketing & Communication 2010 National Communication Partnership IMC, GCIS, LOC, FIFA, other relevant govt depts 2010 International Relations Coordinating Committee Tourism Cluster Provincial Tourism CEO 2010 Working Group

Post 2010 Strategy SAT / SRSA / DT / SASCOC developing sport tourism strategy aimed at securing international events for SA post 2010 Strategy should be completed by Feb 2010 Sports Tourism Exhibition to be staged in June 2011 Host city will be announced in Sep 2009 Exhibition aimed at show casing SAs ability to host international events Involves participation of sports and tourism sectors Sports Tourism conference to precede exhibition

2010 tourism organizing plan marketing progress report

Documents

foreign arrivals

arrivals millions

global international

south africa

global tourism growth

events tourism growth

fifa world cup

period of investment