The document discusses Brand South Africa and the 2010 FIFA World Cup hosted in South Africa. It outlines how the World Cup helped strengthen South Africa's brand image internationally and across key target audiences. Surveys found tourist numbers and spending increased greatly during this time. Awareness of South Africa as a destination rose significantly following the event. The World Cup provided an opportunity to showcase South Africa's diversity to the world and help transform perceptions of the country and continent.

1. BRAND
SOUTH
AFRICA
AND FWC
2010

2. Content
• Brand South Africa
• 2010 FIFA World Cup
• Impact of the World Cup on Brand South
Africa
• Key Learnings

3. BRAND
SOUTH
AFRICA

4. International Marketing Council
• Established in 2001 to help develop a positive and compelling brand image
of South Africa
Our Project Objectives : To transform the image of South Africa
internally and externally by creating, coordinating and integrating
a compelling South African brand proposition
Our Communications Objective: To build awareness of and positive
engagement with this new positioning amongst core target
audiences

5. International Marketing Council
• Joint Partnership
– Government Communication and Information
– Business (Unilever)
– South African Tourism
– Department of Trade and Industry
– Agency
• Unilever Brand Positioning Process used to develop South
Africa’s positioning – rigour and credibility

6. International Marketing Council
Alive with
Possibility
Brand
Key
Vision
KPI
Sustainable
Momentum
KPI
KPI
Country Vision
Vision + discriminator +
Build Receptiveness benefits
Build reason to believe
Current extraordinary people THE PRESIDENT
Key + achievements
Fading
Rainbow

7. Phased Approach
Sustain
Celebrate SA
the momentum
Introduce Brand SA proposition
Build receptiveness
Phase 1 Phase 2 Phase 3

8. And…The Announcement

9. 2010 FIFA
WORLD
CUP

10. 2010 FWC
• A watershed moment
• Catalyst to help strengthen the image of South Africa and
Africa
• 9 Host Cities
– Unity in Diversity. One Voice.
• 10 Stadium
• 23 Work-streams identified

11. Marketing Strategic Priorities

12. Co-Creation of Event Platform
• Partnership
– SAT
– IMC
– OC
• Analysis of previous World Cups – especially Germany 2006
• Final Agreed Slogan
– KE NAKO. Celebrate Africa’s Humanity
– official slogan1.VOB
• Execution – Partnership
– National Broadcaster; SAT; Host Cities ; Department of Education;
Department of Arts and Culture; IMC; FIFA;

13. Ke Nako. Celebrate Africa’s Humanity.
• Possibility
• Diversity
• Humanity

14. Some Partnership Activities

15. Host Cities Displays & Promotions

16. France : SAT

17. Germany 2009 - SAT

18. Most Successful Campaign: Football Fridays

19. 2010 FWC
• Slogan was incorporated in the Look and Feel at selected
areas – Media, Volunteers and Accreditation Centres

20. Stadium Dressing

21. Africa’s Time had Come
And the world Joined in the
celebrations….

22. 2010 FWC
IMPACT ON
BRAND
SOUTH
AFRICA

23. Overall Impact of 2010 FIFA World Cup
A total of 309,554 foreign tourists arrived in South Africa for the primary purpose of
Tourist Volume attending the 2010 FIFA World Cup
The total expenditure in South Africa by tourists who came specifically for the 2010 FIFA
Tourist Spend World Cup was R3,64bn
Length of Stay Average length of stay by these tourists was 10.3 nights
Gauteng, Western Cape and KwaZulu-Natal were the most visited provinces during the
Geographic 2010 FIFA World Cup receiving with more than 80,000 tourists visiting each of these
Spread provinces
Total awareness of South Africa as a leisure destination increased by 9% following the
Brand event
awareness The intention to visit South Africa in the short term increased by 35% following the
event
Source: SAT 2010 Impact Study

24. There were 309,554 foreign tourists who arrived in South Africa for
the 2010 FIFA World Cup
1,401,725 foreign tourist
arrivals in June & July 2010
Tourists who indicated
their primary purpose of
visiting South Africa was
to attend the 2010 FIFA
World Cup
309,554 foreign tourist
arrivals for the 2010 FIFA
World Cup
Tourist Arrivals from Top Source Countries in Each Region
Total
Foreign
Tourist 11% 13% 24% 32% 6% 8% 4%
Arrivals
(309,554) 1%

25. Foreign tourists who attended the 2010 FIFA World Cup
spent R3,64bn directly in South Africa
Europe contributed the most (nearly one-fourth) in the total revenue generated by the tourists that
visited South Africa for the 2010 FIFA World Cup
Total Foreign Direct Spend (excl. capex) by Region
Rand (in MM)
Source: SAT Departure Survey

26. More than two-thirds of the tourists who attended the 2010 FIFA
World Cup, perceived South Africa as a great host
South Africa’s Perception as the World Cup Host
Extremely Good
Good
Neutral
Bad
Extremely Bad
Percent of Tourists
Overall Africa Africa Air Asia Australia Central & Europe Middle North
Land South East America
America
Source: SAT Departure Survey

27. Tourists also found their experience in the country much better
than they expected before arriving to South Africa
Experience in South Africa versus Expectation
Better than
Expected
Same as
Expected
Worse than
Expected
Percent of Tourists
Overall Africa Africa Air Asia Australia Central & Europe Middle North
Land South East America
America
Source: SAT Departure Survey

28. Approximately 90% of tourists who attended the 2010 FIFA World
Cup mentioned that they will consider visiting South Africa again
in the future
Future Consideration to Visit South Africa
Yes
Possibly
No
Percent of Tourists
Overall Africa Africa Air Asia Australia Central & Europe Middle North
Land South East America
America
Source: SAT Departure Survey

29. Nearly every tourist that visited South Africa for the 2010 FIFA
World Cup is willing to recommend the country to their friends
and relatives
Recommendation to Visit South Africa
Yes
Possibly
No
Percent of Tourists
Overall Africa Africa Air Asia Australia Central & Europe Middle North
Land South East America
America
Source: SAT Departure Survey

30. Globally, there has been a significant improvement in
South Africa’s brand, post the 2010 FIFA World Cup
Brand Journey Scores – Longitudinal Trend
2010 2010 % Change
2008 2009
(Pre WC) (Post WC) (Pre and Post WC)
Total Awareness 76% 79% 78% 85% +9%
Unaided Awareness 19% 19% 18% 20% +11%
Positivity 37% 38% 37% 43% +15%
Long Term Consideration 32% 32% 31% 38% +22%
Likely to Seek info 18% 18% 18% 24% +34%
Sought Info 22% 21% 22% 26% +21%
Short Term Consideration 11% 11% 11% 14% +35%
Visited Recently 8% 7% 7% 10% +37%
Note: Core Markets weighted according to relative investment spend – Australia = 6%, France = 17%, Germany = 18%, India = 6%, Netherlands = 18%, UK = 18% & US = 17%;
Investment Markets weighted according to – China = 32%, Italy = 43% and Japan = 25%; Global Average, according to investment spend: Core = 91%, Non core = 9%;
2008 (n=17,501), 2009 (n=17,430), Pre World Cup (n=8,705), Post World Cup (n=3,012)
Source: SAT 2010 Impact Study

31. This image
cannot
currently be
display ed.
In particular, locations featured, promotional campaigns and articles in magazines
and newspapers were key sources that increased awareness of South Africa
Based on those who Mentioned World Cup Related Media/Channel as their First Source of Awareness, (n=1,164)
60% The three key sources that helped
South Africa increase its awareness
are ‘live telecast of the
49%
47% matches/associated news on TV,
42% promotional campaigns, and
newspaper/magazine articles about
the World Cup
29% 28%
30%
4%
0%
Saw locations Saw promotional Read Searched on Heard from Went to attend the
on TV during campaigns newspapers/magazines internet during/ tour operators World Cup
the World Cup of the World Cup during the World Cup post the FIFA during the
World Cup World Cup
Source: SAT 2010 Impact Study

32. KEY
LEARNINGS

33. Brand South Africa
• Top Level Buy-in, endorsement and visible support
• Separate entity from government – credibility and continuity
• Its about the country - not internal competition
• Project requires sufficient funding
• Clarify Target Audience – cannot reach the whole world
• Work with others who have done it before
• Engage the media and always tell the truth
• Long Term Project ....Do it properly
• Discuss Debate and Agree process upfront and stick to it

34. 2010 FWC
• Spectator Services is critical – future ambassadors
• Leverage the event internally and abroad
• Alignment, Alignment, Alignment
• Engage Stakeholders meaningfully – debate but make
decisions and move on
• It’s about the country
• World Class Execution is a must
• It will come and it will go
– Success is what happens long after the final whistle has been blown
• Always remember that failure is not an option

35. Thank you
and best of
luck Team
Ukraine!!