Andrew Boraine concluded the morning with a presentation of some of the possible ways in which the City could experience and interpret the 2010 event visually. This included ideas on everything from how FIFA may brand the city during the event and how the fans themselves would help ‘decorate’ the city in their festive supporters garb, to how Cape Town could follow the examples of cities in Germany during 2006 – thus creating a unique brand for ourselves for 2010 and beyond.

Presentation Summary

Through his powerpoint presentation, Andrew outlined the four avenues that would influence the way in which Cape Town could be ‘branded’ during the 2010 FIFA World Cup.

1. How the Host City is branded by FIFA itself

This referred to the event branding which FIFA would provide to the city and examples included branding in and around the Stadium (in the exclusion zone reserved just for FIFA and its official sponsors), on flagposts throughout the city, on suitable sites (from trains and bridges to scaffolding and even highways) and the various way-finding signage and hoardings to demarcate crowd control. His visual presentation included examples of how well-known city icons (for example, Berlin’s ‘bear’) could be incorporated together with the FIFA logo.

2. How the fans help to brand the Host City

Depending on which fans came to Cape Town (and particularly on which teams would be based in the region), Capetonians could expect to see ‘seas’ of colour as fans decked themselves literally head-totoe in support of their teams.

3. How host cities brand themselves outside of the FIFA environment

While most of the host cities in Germany (of which there were 11) stuck to the Host City Branding as provided to them by FIFA, a handful of cities thought ‘outside the box’ – among these the highly successful campaigns run by Hamburg (its ‘Blue Goals’ lit up the city’s skyline at night and became world-famous during 2006), as well as Munich’s own ‘Munich loves you’ campaign. This then raised the question: how could Cape Town brand itself? In the hope of finding an identity for the Central City, Andrew reported that Cape Town Partnership had already rolled out a competition amongst a number of agencies with which it worked to try to find its own brand. There was at this stage a possibility that the result of this competition could be used at a broader level for 2010, and
thus both the City of Cape Town as well as Cape Town Tourism would be brought in to access the pitches received.

4. The fact that the Central City is no stranger to big events or to promoting brands

Andrew reported on the large number of events that were now being held in the Central City and that had a huge impact on the area – many of them on an annual basis. He also commented on the enormous success of the IPL tour that had been relocated to Cape Town and organised within a matter of weeks.

Q&A Session

When will the new advertising bylaw be ready for implementation and in particular when will agencies know what they can or can’t do for 2010 – particularly as companies are now signing off budgets. Similar concerns were raised over the formation of one logo for the City of Cape Town.

Regarding the advertising bylaws: We will make contact with the City of Cape Town as a priority in order to feedback information to members as soon as possible.

Regarding the formation of a logo: Cape Town Tourism was in the process of formulating its own brand for Cape Town (not just for 2010 but for the future) and the Forum would report back to members as soon as feedback had been received.

The Forum would also undertake to have representatives from the City of Cape available to answer questions directly at the July meeting on both Bylaws as well as the formation of a 2010 Host City logo.

Concern was raised over the issues still facing ACSA in terms of theft from luggage occurring at Cape Town International Airport. How would this be dealt with in time for 2010?

Cape Town Partnership will put this question to ACSA and feed back the response to Forum members via the 2010 website as soon as a response was made available.

Presentation Slides

Related posts:

1. 2010 Central City Partners Forum III: Visualising the Experience
2. Expo-tainment Experience planned for CTICC during 2010 FIFA World Cup
3. 2010 Central City Partners Forum II
4. Planning for 2010 FIFA WORLD CUP TM in the Cape Town Central City
5. Success of 2010 FIFA World Cup™ relies on local business