1. 2010 FIFA WORLD CUP ™ HOST CITY: CAPE TOWN MARKETING PLAN MAY 2008

9. Two Years to Go! Host City: Cape Town Marketing Campaigns

11. Campaign Phases CAMPAIGN PHASES Target Audience (Local, national & Brazil) Post event statistics, economic impact and key learning Post Event 11 July 2010 – December 2010 Phase 5 Target Audience (International) Attractive Destination Humanity, Diversity, Fun (note: Host City content competes with Football content) 2010 FIFA World Cup™ Event 11 June – 11 July 2010 Phase 4 Target Audience (International) Attractive Destination Humanity, Diversity, Fun Stadium Hand-over & post Final Draw to FIFA Congress 15 December 2009 – 11 June 2010 Phase 3 Target Audience (International) Attractive destination Humanity, Diversity, Fun Confederations Cup to Final Draw/WBM2 and Stadium hand-over 16 June 2009 – 15 December 2009 Phase 2 Target Audience (mainly local & national) Embracing, Emotive & Readiness 2 Years to go milestone - Confederations Cup (1 Year to go) 11 June 2008 – 16 June 2009 Phase 1 Message Major Events/Milestones Dates Phase

12. Primary Target Audience CAMPAIGN PHASES Phase 5 Phase 1 Local/SA Market Phase 4 Phase 3 Phase 2 International Market Campaign Phases Target Audience

13. Phase1 The Build-up Phase 11 June 2008 – 16 June 2009

16. Supporting Events PHASE 1 Billboards July 2008 Campaign launch Legacy/Confidence TBC 20 Centres for 2010 Confidence/it’s coming/business opportunities TBC Final Draw (announcement) CT Offering to target markets 21 – 29 June 2008 Euro 2008 Excitement 14 – 17 June 2008 CT Book Fair Readiness/Confidence/ Action 11 June 2008 2 Years to go Objective Date Event/Milestone

17. Supporting Events PHASE 1 Cape Town, international cuisine – feel at home May 2009 Good Food & Wine show General awareness – CT next 8 – 24 August 2008 Beijing Olympics Cape Town Offering March 2009 ITB Tourism/Berlin Test event/Promotional opportunity June 2009 Confederations Cup initiatives Cape Town Offering 21 – 23 November Soccerex Excitement/Pride October 2008 Poster Announcement Readiness September 2008 Roof Wetting Ceremony Business Opportunities 21 – 23 August Small Business Week Objective Date Event/Milestone

18. Phase 2: Crunch Time! Delivery of the Final Draw (1st Official FIFA Event in Cape Town ) Delivery of the Stadium 16 June 2009 – 15 December 2009

22. Supporting Events PHASE 2 FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010  Readiness, excitement On-going International Football Events Readiness TBD Completion of Airport Upgrade/Station improvement Readiness, confidence, Afro pessimism December 2009 Symbolic Hand-over of the stadium to FIFA Investor confidence – World Football Player lends his name to CT November 2009 – World Cup Pele Exhibition Opening Target Media with service offerings December 2009 World Broadcasters Meeting City Hosted Event Excitement – general public involvement, City Branding, volunteers, road closures 1 – 10 December Host City Event Plan for Final Draw – Opening of the season event FIFA beneficial occupation October 2009 Roof & Pitch completion Readiness TBD Completion of Transport projects Test Event 16 – 30 June 2009 Confederations Cup Fan Park, Media Service and Stadium Tours, Visitor Services, Base Camp Offering Objective Date Event/Milestone

23. Phase 3 Preparation and Anticipation! Tangible Excitement The Cape Town Stage is Prepared 15 December 2009 – 11 June 2010

27. Supporting Events Supporting Events Readiness, excitement, operational test event March 2010 Stadium Grand Opening Event Destination marketing opportunity June 2010 Potential FIFA Events Readiness, excitement, operational test event April 2010 Completion of the Temporary Seating & Test Event Test Event February 2010 Stadium Test Event Objective Date Event/Milestone

28. Phase 4 The biggest Show on earth Participants and guests arrive in Cape Town Will we deliver the destination promise? The 2010 Party Capital 11 June 2010 – 11 July 2010

30. Phase 5 Post Event, Reality Check We did it! We hosted the greatest show on earth! Cape Town, its facilities and people the highlight! South Africa, a Nation Triumphant! Africa, a proud Continent! Good Luck Brazil for 2014, we’re here to help

34. THANK YOU DANKIE ENKOSI