The right to host the 2010 World Cup brings South Africa a unique opportunity that extends well beyond football.
One of the biggest impacts from hosting the 2010 FIFA World Cup will come from the phenomenal marketing and communication opportunity it will offer the country and continent.As world attention focuses on the first African World Cup this is an opportunity for Africans to tell their own stories.
The 2010 National Communication Partnership is a joint effort of communicators across society and in the many creative and communication disciplines to take advantage of this communication opportunity of a lifetime to benefit our country and continent.
The 2010 National Communications Partnership had its genesis in a meeting in early 2006, convened by GCIS and the Brand South Africa and hosted by the Minister in the Presidency, of senior government communicators and a group of private sector corporate communicators. The latter expressed their commitment to taking advantage of the 2010 FIFA World Cup communication opportunity for the benefit of the country and continent.
They identified the need for some facility to ensure a well co-ordinated marketing and communication campaign in the build-up to 2010 to maximise tourism and foreign investment opportunities for many years beyond 2010, as well as to mobilise South Africans across sectors as hosts, and to build national pride.
Such a facility would help ensure that all left hands were aware of what right hands were doing, facilitate the development of an overarching strategic vision for communicators across sectors and disciplines so everyone worked together to take advantage of this communication opportunity of a lifetime for our country and continent.
As a result the 2010 National Communications Partnership (NCP) was formed. Its plenary membership now stands at around 250 leaders of communication across sectors and disciplines – marketing, advertising, communication, public relations, creative industries, tourism in the public and private sectors. The work of the Partnership is driven by a task team representative of the various disciplines and sectors, which meets monthly.
The 2010 Soccer World Cup will leave behind a legacy of a South Africa and a continent of Africa that is united and confident "about who we are and what we want to become."
Opening the first 2010 National Communication Partnership Conference in Johannesburg today, Dr Essop Pahad, Minister in the Presidency, said the 2010 event will be seen by billions of people across the world. For the next four years they will "be looking at our country and our continent with an intensity that is unlikely to repeat itself for decades."
One message, many voices. That is what the 2010 National Communication Partnership Conference on branding South Africa hopes to achieve in the lead up to the 2010 FIFA World Cup.
The Conference is being hosted by the International Marketing Council of South Africa (IMC) on behalf of the 2010 National Communication Partnership Task Team (which includes representatives from government, business and the 2010 Local Organising Committee). The one-day indaba, which takes place on Tuesday 15 August, includes inputs from leading local and international speakers in the morning, outcomes-based workshops in the afternoon and a glittering gala dinner to end proceedings.
Post the 2006 FIFA World Cup, Germany is seen as a likeable, open-minded and innovative country. It helped that everything ran like clockwork and the German public welcomed the flood of visitors from the world.
But the changed image has a great deal to do with the re-branding Germany has undergone. The man who spearheaded that drive is Mike de Vries. And he is coming to South Africa to share his experiences in brand positioning Germany before the 2006 FIFA World Cup.
The final whistle of the 2006 FIFA World Cup in Germany on 9 July signalled the start of South Africa’s campaign to market the country for the 2010 FIFA World Cup.
The International Marketing Council of South Africa (IMC), in partnership with the 2010 National Communication Task Team, is hosting a 2010 National Communication Partnership Conference on 15 August 2006 to bring together marketers, communicators and other interested stakeholders. The conference kicks off the campaign to mobilize South African thought leaders to articulate a consistent message to the world about our beautiful country, ensuring that we deliver the best World Cup ever held.