Tag Archives: 2006 World Cup

Keeping the World Cup ‘gees’* alive

Dr Nikolaus Eberl is a German brand marketing consultant, author of “Brand Ovation: How Germany won the World Cup of Nation Branding”, and guided the “internal branding” for the 2010 World Cup.   He has written an inspiring article, describing how one can get over the World Cup blues, and keep the wonderful memory of the 2010 World Cup alive.  I publish it below as he wrote it:

“Based on my personal experience ever since the 2006 World Cup, here are the top 10 tips on how to beat the 2010 blues:

  1. Make the 2010 anthem Waka Waka your new ringtone – this way, you will feel Ayoba! every time your phone rings
  2. Keep flying the flag, both on the car and in the office – it will brighten your day and make for sweet memories.
  3. Keep wearing the shirt, especially on Football Fridays – and the next time when Bafana enters the pitch is only a few weeks away;
  4. Replay the highlights of 2010 – savour the best moments of the world cup, the opening goal by Tshabalala against Mexico, the wonder kick by Van Bronkhorst against Uruguay and the goal rush by the German machine against Maradonna and Messi;
  5. Keep the habit of “public viewing” – and keep in mind that 2011 is a big sporting year: the Cricket World Cup kicks off on 19 February 2011, the Rugby World Cup will be held in New Zealand 9 September – 23 October, and the FIFA Womens’ World Cup will be held in June/July next year;
  6. Kick the ball – wherever you are, join your local soccer team, be it at the office, the church or even the shebeen, and start playing the beautiful game. There is little more exhilarating than the adrenaline rush when scoring the winning goal!
  7. Blow the vuvuzela and don the makarapa: already the vuvuzela and makarapa have become the most popular gift items for the visiting fans and can be heard and seen all over the world. Keep expressing your love for the game!
  8. Support your local team: now is the time to buy a season ticket for your local team and follow them around the country in the quest for football glory – this way you will revisit all the stadia and enjoy the true fan experience of being in the grandstand rather than sitting home alone;
  9. Get ready for Banyana Banyana: chances are good that the South African women’s team could win this year’s African Women’s Championship to be held in South Africa in October 2010 and thus qualify for the FIFA Women’s World Cup 2011 in Germany. Get behind Mzansi’s best women!
  10. Join the Bafana Bafana Fan Club at www.bafanafanclub.com and save up for Brazil 2014!

And, whatever you do, remember the 2010 slogan “Ke nako!” – now is the time to carry forward the new found spirit of ayobaness and show each other that Madiba was right when he called South Africa “a Nation of Champions”!

Source: www.Bizcommunity.com

The advertising agency Draftfcb is campaigning for a month long extension to the World Cup “gees”, to maintain the national pride that has resulted from the World Cup.  It is requesting brands of South Africa, as well as South Africans, to “Fly the Flag”, and to make the end of the World Cup a new beginning.

*’Gees’ is the Afrikaans word for ‘spirit’ or ‘vibe’.

Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com

World Cup in South Africa sets new records, best ever

The 2010 FIFA World Cup is likely to be the most successful ever organised by FIFA, says brand consultant Dr Nikolaus Ebert, CEO of Brandovation and a 2010 World Cup analyst.   In the 2010 Scorecard, which is an analysis of the World Cup preparations, South Africa had exceeded all expectations prior to kick-off, ahead of Germany’s scorecard in the same period four years ago, reports the Weekend Argus.

“South Africa shocked the world, and showed everybody that the country can host a successful tournament.  The World Cup is a catalyst for national reconciliation and locals have come together to prove all disbelievers wrong” said Eberl.   “We are pretty certain that South Africa will host the best World Cup ever held”, he added.

Celebrating the advent of the World Cup, as South Africa did at midday last Wednesday, was a world-first celebration prior to a World Cup.  The world witnessed an euphoric and loyal South African nation taking to the streets, blowing their vuvuzelas and hooting their cars.  “The celebrations on Wednesday were totally unprecedented.  Never before have the host country’s fans ever celebrated before kick-off.  We were shocked at what unfolded throughout the country”, said Eberl.

Referring to the 2006 World Cup, he noted that the German nation was “anxious, moody and were very unhappy with the national team’s performance”.   Only after the group stages did the German nation get behind their team.

“Fifa have now become to believe that the host team can get very far in the tournament.  They have witnessed the entire country backing Bafana Bafana and now they have extra faith in the team” added Eberl.  “Fifa have so much belief in Bafana (Bafana) because (coach) Carlos (Alberto Parreira) has led them to a 13-game unbeaten streak”.  

Eberl believes that the World Cup will unify South Africans “for the rest of their lives”. “Thirty one days of national euphoria are more than enough to change the behaviour of all South Africans.  Over the course of the World Cup South Africans will grow even closer and it will have lasting effects well after the World Cup”, said Eberl.

But Bafana Bafana trainer Parreira was unhappy about all the media and fan focus on his team, two days ahead of their first match, and disallowed them from participating in an open-bus parade. “I have never seen something like this in my life” he is reported to have said.

According to Local Organising Committee CEO Danny Jordaan, the World Cup is the most lucrative tournament ever, reports the Sunday Times.   “Fifa decided to pay a bonus to its 208 members.  Previously there was talk that this World Cup could leave Fifa financially bankrupt, but the international broadcast rights alone have been a major source of income” he is reported to have said.   FIFA announced that it was paying R1,8 million to the S A Football Association, and that each of its 208 member associations would receive $250 000.   FIFA generated $1 billion in income last year, and holds the same amount in reserves.  Its income from television and marketing rights is $3,2 billion for this World Cup, a 30 % increase on that of 2006. 

Pravin Gordhan, the Minister of Finance, wrote euphorically in Business Report “Yes we can!  This is the best advertisement ever for South Africa” yesterday.  He praised the benefit the World Cup would have in future, and how South Africa exceeded the expectations of sceptics, who said the the country could not do it.  The R30 billion spent on infrastructure was a catalyst for development, he said.   Broadcast technology had also been improved, he said, as had 40 000 more police officers been trained.  “What is certain is that the World Cup will be the best possible advertisement for South Africa and the region, showcasing the endless variety and opportunities on offer”, he is quoted as saying.

Chris von Ulmenstein, Whale Cottage Portfolio:  www.whalecottage.com

MATCH is ripping off 2010 tourists, not hospitality industry

The attack by SATSA Chairman Michael Tatalias on the accommodation industry for not signing with the FIFA accommodation and ticketing agency MATCH, and accusing it of “holding back” so that “they could inflate their prices to rip off tourists” (Cape Argus, 12 May, ‘City hoteliers warned against hiking prices”) is uncalled for.
 
SATSA is an association of tour operators, car rental companies, business tourism suppliers, etc, and has a small number of accommodation members.  Accommodation is not the association’s major focus.   It therefore cannot speak for the accommodation industry.
 
It is MATCH that has been greedy, in originally dictating to accommodation establishments that they should use the 2007 rate and add a 16 % inflation factor to this, to get to the 2010 rate.  MATCH then would take a preposterous 30 % commission on this rate.  However, with inflation in 2008 at around 13 %, this rate dictate was not acceptable to most establishments, and that is why the number of rooms offered to MATCH has been so low.
 
MATCH has been viewed critically, and its unfavourable terms as far as the small accommodation industry (i.e. guest houses, B&B’s, self-catering establishments) goes, but over the past two years MATCH has come to the party by becoming far more flexible in its pricing (accepting any fair price) and cancellation policy is concerned, mainly because they have no other choice.   It is still taking a 30 % commission, now as an add-on, making accommodation appear extremely expensive, unless it is hidden in ticket/accommodation/transport packages!
 
The cancellation of rooms at short notice during the 2006 World Cup in Germany has been communicated to the industry, and MATCH’s dictate to supply 80 % of one’s room stock was therefore not acceptable.   Even in this regard MATCH has become flexible, and they will now accept any number of rooms one will offer.
 
The accommodation industry believes that it is able to sell its rooms directly to soccer fans who do not wish to be ripped off by MATCH’s rates.   They are not short-sighted enough nor that dishonourable to “rip-off” any 2010 World Cup tourists.  Many will use the 2009/2010 summer rate for June/July 2010, instead of discounting rates to winter levels, as is usually the case. 
 
Ultimately pricing is about supply and demand – if they cannot sell their rooms at the summer rate, accommodation establishments will have to lower them.   Tourists are far too astute these days, given the credit crunch, to allow themselves to be “ripped-off”! 

“Share, innovate, inspire” wine conference theme

A comprehensive two-day conference on wine tourism will be held at the Vineyard Hotel in Cape Town on 21and 22 July, with the theme of “Share, innovate, inspire”.

Trends and best practices in the $15 billion global wine tourism industry will form the spotlight of the 2009 South African Wine Tourism Conference, with topics including the proposed new liquor law, e-marketing and blogs,  wine festivals, an overview of Australia’s wine tourism strategy, the lessons that the German wine and tourism industry learnt during the 2006 World Cup, customer attraction and retention, responsible tourism, and creating tourism brands.   

Speakers will include representatives of leading wine farms, tourism industry bodies and marketing specialists.