2010 TOURISM ORGANIZING PLAN MARKETING PROGRESS REPORT

2010 TOURISM ORGANIZING PLAN MARKETING PROGRESS REPORT

Content Background Current Tourism Trends 2010 Tourism Organizing Plan SAT Progress Implementing Plan International Marketing Campaigns Domestic Marketing Campaigns Future 2010 Campaigns 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% % Change Year-on-Year Change in Foreign Arrivals to each region 2007 Arrivals (Millions) 9 44. 2 184. 9 480. 1 46. 4 142. 1 898 2008 Arrivals (Millions) 9. 6 46. 9 188. 3 488. 5 52. 9 147. 6 924 Note: UNWTO estimates incorporate provisional data for some regions Source: Statssa Tourism & Migration release December 2008, SAT analysis; UNWTO World Tourism Barometer, Jan 2009

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

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. Jan to Dec 2008 Europe 1, 406, 350 arrivals 0. 5% down from 2007 l North America l l l 344, 420 arrivals 4. 4% up from 2007 Middle East 45, 786 arrivals 11. 2% up from 2007 l l Asia 201, 657 arrivals 7. 6% down from 2007 l l Central & South America Australasia 62, 988 arrivals 9. 6% up from 2007 l l AFRICA l l 7, 329, 103 arrivals 7. 0% up from 2007 120, 929 arrivals 4. 9% up from 2007 Indian Ocean Islands 19, 524 arrivals 10. 1% up from 2007 l l Source: SAT Table A December 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. Additional 259 k arrivals Note: This estimate includes the FIFA family estimated at 150, 000 8

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

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

2010 Tourism Organizing Plan

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

2010 Tourism Organizing Plan Focus Areas 10. l 11. l Coordinate event planning to maximize tourism value from the event l 2. 3. l Coordinate development and upgrading of attractions l 12. Events & Attractions 13. l 9. l Address poor service levels and skills shortages at key consumer touch points l 14. Skills & Service Levels Information 15. l 17. . l SAT / DEAT 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 1. l 7. l 8. l Ensure sufficient tourismfriendly public transportation to tourism focal points 16. l Transport & Safety Ensure completion & implementation of a national tourism safety plan DEAT Deliver the brand to convert arrivals to brand ambassadors 18. l Identify 2010 -related opportunities to brand South Africa as a worldclass tourism destination 4. l Manage displacement Marketing & Branding Accommodation 5. l SAT Engage with key stakeholders in SA and neighbouring countries to package products for 2010 and to manage displacement Increase the number of graded establishments l 6. Identify existing and alternative accommodation for short-term spikes in demand

SAT Progress of 2010 Tourism Organizing Plan

Summary Initiative Progress 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 Launched 2010 global marketing campaign Partnership with Coke, FIFA, IMC, etc Identify 2010 related opportunities to brand & market South Africa Hosted foreign journalists during 2010 events Promoted SA at international events

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

2010 / Big Idea 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

Global Media Partners § Eurosport § 3 x brand TVCs (including: My Life, Numbers and 2010) § The Sports’ & Golf Destination programmes , 4 x Sports’ Traveller programmes & 3 x 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 § 3 x 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 (Lat. Am) § Spot airing around sports events: § Confederations Cup § World Cup Qualifiers § African Cup of Nations § Total distribution: 118, 000 § Pan Europe § Asia (including: Korea, Singapore, Taiwan, Sri Lanka, etc) § Pan Latin America (including: Argentina, Mexico, Chile, etc

Global Media Partners § BBC § 3 x brand TVCs (including: My Life, Numbers and 2010) § 12 x 60” Journey vignettes 4 x Odyssey vignettes (Madiba clip inviting the world) § Sports related sponsorships: § § § Sport Today Results Board Spot airing around sports events: § § World Cup Qualifiers § § Confederations Cup 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 § 3 x brand TVCs (including: My Life, Numbers and 2010) § 5 x 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 § 3 x brand TVCs (including: My Life, Numbers and 2010) § Total distribution: 113, 000 § Europe § India § Australia § USA

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) British & Irish Lions Tour – June/July 2009 Activations Production of Collateral Confed Cup – 14 -28 June 2009 Vodacom Challenge – July 2009 Final Draw – December 2009 African Nations Cup – 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 Partnerships • Coke – Confed Cup consumer campaign and Global 2010 consumer campaign • MTN – international starter packs, mobile platform to promote diski campaign JATA Trade Show – Japan – Sep 09 • Provincial / city stakeholders – promotion of diski campaign, fan parks WTM & Soccerex – November 2009 • 2010 NCP – activations at international & domestic 2010 related events BIT – January 2010 ITB – March 2010 Indaba 2010 – May 2010 • Emirates / SAA – information provision, promotional of marketing campaign • Sony, Continental Tyres, VISA

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 – 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 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 Corporate’s 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 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 12 H 00 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 African’s 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 EVENT WTM November 09 London EVENT FIFA Qualifiers July – Nov 09 ACTIVITIES • Media event • Experiential exhibition ACTIVITIES • Media events to welcome participating countries in each qualifying market EVENT Soccerex November 09 EVENT Final Draw December 09 ACTIVITIES • Media event • Host foreign media

2009/10 Events EVENT ITB March 2010 ACTIVITIES • Media event • Soccer activation EVENT Indaba 2010 May 2010 ACTIVITIES • Media event • Soccer activation

Institutional Coordination

Agreed Roles - National International Domestic Africa 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 1. Mass Mobilisation 2. Fly the Flag Campaign 3. National Partnership Conference 1. 2. 1. Fly the Flag campaign 2. Roadshows – Tertiary 3. Provincial mass mobilisation Roadshows TBA 1. 2. 3. 4. 1. African Union of Broadcasters Conference IMC GCIS SABC 1. Reputation Management Siyanqoba Sea of Gold Greening the Nation Every Child a Radio TV Advert World Economic Forum on Africa – Cape Town (partnership with The Dti)

Provincial & Local 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 Units 1. 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

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 SA’s ability to host international events • Involves participation of sports and tourism sectors • Sports Tourism conference to precede exhibition