Tag Archives: 2014 World Cup

WhaleTales Tourism, Food, and Wine news headlines: 12 June

WhaleTalesTourism, Food, and Wine news headlines

*  Google does not only have a Google Doodle in honour of the 2014 World Cup, but it also has a YouTube video in honour of the kick-off date of the soccer tournament in Brazil today.

*   Load shedding appears to be rearing its ugly head again, with freezing conditions throughout the country this week, with snowfalls spread between the Helderberg in Somerset West to the Drakensberg in KwaZulu-Natal.  Last night a sms warned of load-shedding in Hermanus, Gansbaai, and Stanford, 15 minutes before it was due to commence at 20h00, but its commencement was delayed later into the evening.   The City of Cape Town has posted possible scheduled times for load-shedding, but seems confident that it will not happen any time soon.  Camps Bay is not marked as a load-shedding area, nor is the airport understandably, and the townships and residential areas to the east of the airport also appear load-shedding-free!

*   The Two Oceans Aquarium in the V&A Waterfront is adding a multi-million Rand development in the previous parking area Continue reading →

WhaleTales Tourism, Food, and Wine news headlines: 20 May

WhaleTalesTourism, Food, and Wine news headlines

*  The influential Huffington Post has published a fantastic article about Cape Town, entitled ‘15 Reasons Cape Town should be No. 1 on your travel agenda’, and has already achieved 749 Facebook likes, 211 Facebook shares,  and 473 Tweets in the past 24 hours. The list of reasons includes its location; ‘some of the most picturesque beach communities you’ll ever see’, featuring a photograph of Clifton;  beachfront bars, showing a photograph of the view onto Camps Bay beach from the now closed-down St Yves; 3000 penguins at Boulders Beach; the Sea Point swimming pool;  the Kirstenbosch Botanical Garden; the V&A Waterfront ‘tourist trap‘ but meaning it in a positive way;   ‘the weather is almost too perfect’, with a photograph of the Twelve Apostles with a heavy South-Easter cloud!; Long Street not being as over-crowded or over-priced as Bourbon Street;  the Royale Eatery, well-known for its burgers and thick milkshakes;  colourful Bo-Kaap; the Neighbourgoods Market; ‘breathtaking universities‘;  and braai’s, at Mzoli’s in Gugulethu in particular.  The Stellenbosch Winelands and shark cage diving in Gansbaai are also recommended.

*   TripAdvisor has found that user searches for South Africa are increasingly terms such as ‘museums‘,  ‘luxury’, and ‘wifi’, while ‘safety’, wildlife, and ‘animals’ are less often searched than before.

*   The 2014 World Cup, due to kick-off in Brazil on 12 June, could be headed for chaos if the threatened strike by staff of the LATAM airline group servicing most of South America is not dealt with before then.  It is estimated that 300 international and 750 regional flights could be affected if the strike takes place.

*   Century City is to complete a new Conference Centre by the end of next year.  The CCCC will have 20 venues which Continue reading →

WhaleTales Tourism, Food, and Wine news headlines: 18 February

WhaleTalesTourism, Food, and Wine news headlines

*   Taittinger has redesigned its bottle label and gift pack, to reflect its status as official champagne sponsor of the 2014 World Cup soccer in Brazil.   Holograms have been used, and the footballs on the label appear raised but are flat.  The brand has already been fined in France for advertising its link to the World Cup, but will communicate this in other countries, especially in South America, having the right to the title until the end of 2015.

*   The directive by the Minister of Finance that VAT be levied on international e-books levels the playing field says the Publishers’ Association of South Africa (PASA), despite VAT being charged on books not being encouraged by the PASA.  The new legislation is not a surprise as governments are working on collecting VAT/sales tax on sales in their regions. Foreign retailers selling into South Africa will now have to register as VAT vendors. A healthier retail book trade is expect to result. Internationally digital book sales are at about 50%, but in South Africa they are currently only at 20%.  Charging VAT could generate R 1 billion in revenue for the country. The Cape Town Book Fair, running from 13 – 15 June, will showcase the latest technological developments on e-reading. (received via media release from The Embassy)

*   Bushman’s Kloof Wilderness Reserve is hosting a  number of Food and Wine Weekend treats in winter, pairing with top wine estates, including Meerlust (30 May – 1 June), Bouchard Finlayson (27 – Continue reading →

South Africa scores R30 million from online World Cup coverage

The World Cup was an unprecedented success, in terms of its organisation and the tremendous goodwill it caused amongst locals as well as international soccer fans.  In addition, and having a longer lasting effect, is that the above-the-line media as well as social media impact of the World Cup set new records for this event, not just for South Africa, but for the soccer body FIFA too.

 

*   3,2 million soccer fans attended the 32 matches around the country, and about one third of the tickets were bought by about 350000 international visitors – the word-of-mouth feedback to their friends and family is the most credible marketing South Africa could wish for, and is free-of-charge!

*   Highest TV coverage ever was achieved, and reached an unprecedented 700 million viewers for the Final alone 

*   The online coverage was the most dramatic, because much of it was a new way of communicating to soccer fans and about the World Cup, reports the Weekend Argus:

     +   BBC News online ran 120 stories, and the Washington Post 48 stories during the World Cup, both being influential online newspaper services

      +   The FIFA.com website had 150 million unique visitors during the World Cup, three times as many as in 2006. 

       +   South Africa’s unique identity, personality and character was woven into the soccer reporting by the international online media, and so the country’s ability to manage the tournament, and our unique vuvuzela and makarapa became world terms on blog posts, Twitter, comments to blog posts and online articles, and on Facebook.

       +   The value of the online coverage was just short of R30 million, based on 148 million persons communicating about South Africa in the context of the World Cup online, calculated by BrandsEye, a local online agency.   This value was created by soccer fans and the media for free, and did not cost South African Tourism a cent in coverage!

       +   Just more than half of the mentions (58%) about the country came from the USA, a surprisingly small 10% from the UK, and only 8% from South Africa.

       +   The mentions were analysed in terms of degree of positivity, and 55% were “strongly positive”, 40% were factual or neutral in terms of content, and 5% were negative.

       +   Twitter played an important role in spreading the word about South Africa, not only via celebrity (e.g. Paris Hilton has more than 2 million followers) and soccer star Tweets, but also Twitter accounts with huge numbers of followers (e.g. Sports Illustrated, with close to 285000 followers).

In June traffic to the Whale Cottage website almost trebled to 129000 unique visitors, due to the World Cup, but also due to the engagement of Prince Albert and Charlene Wittstock, as the blog contains a post about the couple attending a New Year’s party in Fresnaye 18 months ago. 

It has also been reported that the great World Cup coverage for South Africa has raised the bar for the marketing of Brazil.  The 2014 World Cup host country has started its marketing already, by launching an international marketing campaign four years ahead of its tournament, a first in the history of the FIFA World Cup, says Dr Niklaus Eberl, an internal branding consultant for the German and South African World Cups (no doubt for Brazil to come too!).

In Business Day Dr Eberl was reported as saying the the Brazilian tourism agency Ambratur has launched an ambitious marketing strategy, which plans to double the number of tourists to Brazil (to 10 million per year, the same target as that of South Africa) and treble the value of tourism in the next ten years.  The “Brazil is calling you” campaign aims to reach 400 million consumers in 100 countries, with a budget of $30 million this year alone.   Brazil’s President Lula da Silva said: “The success of our African brothers represents a tremendous challenge to the Brazilian people.  We are learning from them to ensure that we will present a World Cup as beautiful as 2010”.   The Brazilian marketing budget is said to make that of South Africa look like “small change”!   Brazil is planning to spend five times the R30 billion of South Africa on its infrastructure.  The country also wants to equal or better South Africa’s 90 % score from FIFA for its handling of the World Cup.

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