2010 FIFA WORLD CUP One Year to Kickoff!

Some facts about 2010 Record 204 countries participating visitors expected in SA 4 out of 5 visitors indicate they prefer Cape Town 3 million tickets for 64 matches 2010 TV Rights worth R14,7 billion INTRODUCTION

2010 LEGACY FOR CAPE TOWN “The FIFA 2010 World Cup is the single most important event in South Africa’s recent history. If managed properly, the economic and tourism legacy benefits will be felt for a very long time into the future. Cape Town is ready to welcome the world to the 2010 FIFA World Cup.”— Mansoor Mohamed, Executive Director for Economic, Social Development and Tourism

WHAT DOES ‘READY’ MEAN?

Start 2007Birds viewUrban Park May 2009Birds viewUrban Park

Our iconic Greenpoint Stadium It will host 5 first round matches, 1 second round, 1 quarter-final & 1 semi-final seats for 2010 World Cup matches temporary seats/ left with seats post 2010 Stadium footprint is equivalent to six city blocks, 50m tall, 15 storey building Basement parking for 1200 cars 16 x lifts throughout stadium YES, INFRASTRUCTURE

A safe city for visitors and citizens The police expect to deploy some officers to safeguard the soccer events – for which they have allocated R640 million and bought equipment and services worth R665 million. YES, SAFETY

An entertainment capital FIFA Fan Park at Grand Parade FIFA Fan Walk linking Grand Parade with Stadium 3 Public Viewing Areas: Athlone, Bellville, Swartklip 2 Training Venues At least 2 Base Camps YES, ENTERTAINMENT

. PLUS, CITIZEN ACTIVATION!

Ensuring buy-in from local citizens is key to hosting an unforgettable event in We need local community involvement, support, ownership and excitement, starting NOW. The 365 countdown begins… CAPETONIANS, READY TO WELCOME THE WORLD!

THE GOAL To take the lead in inspiring citizens and visitors to become passionate ambassadors for Cape Town (both before, during and long after 2010) by tangibly celebrating Cape Town as a proud Host City of the FIFA 2010 World Cup. CTT CITIZEN ACTIVATION PLAN

THE GAME PLAN Inspire confidence with the message, “Cape Town, Ready to Welcome The World” Inspire excitement with the activations “Live It! Love It! Louder!” Inspire ownership by launching dedicated 2010 website to empower citizens with current information and 2010 social networking opportunities. CTT CITIZEN ACTIVATION PLAN

THE KICKOFF Launch R1,1 million campaign on 11 June 2009, “One Year to Kickoff” and sustain for two months (then find sponsors). Billboards at airport, en route to city and around CBD. CBD activation with sightseeing bus, symbolic kickoff, media launch of website and Live It! Love It! LOUDER! campaign. CTT CITIZEN ACTIVATION PLAN

INSPIRING CONFIDENCE Billboard campaign with official logo at airport and iconic Cape Town CBD sites

INSPIRING EXCITEMENT Live It! Love It! LOUDER! citizen activations from 11 June until 2010 kickoff. Involve schools, communities and businesses in catching and spreading 2010 fever.

INSPIRING EXCITEMENT Live It! Love It! LOUDER! citizen activations from 11 June until 2010 kickoff. Involve schools, communities and businesses in catching and spreading 2010 fever.

INSPIRING INDUSTRY ‘Unofficial’ 2010 logo developed for CTT members as part of an industry activation campaign – to be used as a symbol of ownership of 2010.

Dedicated 2010 website INSPIRING OWNERSHIP

“We have invested in the latest web technology and cutting edge design to showcase Cape Town to the world, whilst creating an interactive space where locals can celebrate their city and learn more about the Beautiful Game. The web is the most effective platform to show the world just why Cape Town is such a remarkable host city and inspire visitors to make Cape Town their address of choice before, during and after the World Cup.” CTT CITIZEN ACTIVATION PLAN

ONE YEAR TO KICKOFF Live It! Love It! LOUDER!