[2010 FIFA World Cup legacy] The true legacy of 2010 - part 2

[Dr Nikolaus Eberl] The first part of this 2010 Legacy Series analysed the direct benefits accruing to South Africa from having hosted the 2010 FIFA World Cup, such as an increase in investor confidence, global media advocacy, social cohesion, country brand and business confidence. In the second part, we look at the indirect benefits.

[2010 FIFA World Cup legacy] The true legacy of 2010 - part 1

[Dr Nikolaus Eberl] Imagine you were awarded the most prestigious global award in your industry, be it an Oscar, Grammy, Laureus or the Cannes Lion, and on the first anniversary of your greatest triumph, you let this moment pass without even the smallest thought at celebration, as the fairytale life that you were hoping for would unfold following your moment of global glory has not materialised and the floodgates of riches and fame have not opened up as quickly as you had wished for.

MINI raises the bar uh flag

[Herman Manson] A marketing campaign for a very small car grabbed hold of the imagination of millions of vehicle owners in a very big way for the 2010 FIFA World Cup. South Africans enthusiastically embraced a campaign, initially driven by MINI, to place the South African flag on the side-mirrors of their vehicles. Karen Valle, GM of MINI South Africa, talks to Bizcommunity.com about how the 6 Colours to Stand By campaign came about, and how it snowballed into one of the defining images of SA unity during this world cup. [video]

Cape Town 'heart' soccer

[Herman Manson] Cape Town Tourism, the city's public-private partnership to drive tourism in the city, certainly impressed with its pro-active, post FIFA World Cup 2010, report back to stakeholders. Cape Town Tourism CEO Mariette du Toit-Helmbold talks to Bizcommunity.com about the local industry's strategy pre-and post world cup and why she believes disappointing occupancy levels doesn't tell the full story.

The world cup was the model - now let's use it!

[Linda Hamman] The 2010 FIFA World Cup was universally declared a huge success. That very success, however, has created a challenge. The challenge is that investors are going to come here - they've been impressed by what they saw - and they're going to come with the know-how, what it takes to deliver good service, and what it takes to become a legendary brand with plenty of brand equity.

World cup added value to Brand SA, Africa - IMC

[Issa Sikiti da Silva] The 2010 FIFA World Cup added huge brand value to South Africa and Africa - something we need to keep going forward, Miller Matola, International Marketing Council (IMC) CEO said during the post-2010 conversation hosted by KPMG late last week in Parktown, Johannesburg.

SA's success inspires Brazil's 2014 campaign [Part 1]

[Dr Nikolaus Eberl] In a move unprecedented in the history of the FIFA World Cup, forthcoming 2014 hosts Brazil have launched a global destination branding campaign, a full four years before the first game kicks off, to entice football fans to savour the country of samba in 2014.

World Cup and the media: lessons learnt, habits harboured

[Richard Ferraris] The 2010 FIFA World Cup party is over but, amid the hangover, there is much to ponder. Debate is ongoing over South Africa's showing as the host nation, the future of the mega-stadiums and what needs to be done to ensure Bafana Bafana builds on what was a heartening attempt to qualify for the second round of the FIFA showpiece. In this spirit of this enquiry, I think it appropriate to ask how well the local media performed during the world cup.

How the world cup came to redefine the Daily Dispatch

[Herman Manson] The 2010 FIFA World Cup threw up some formidable obstacles for editor Andrew Trench and his team at East London daily, the Daily Dispatch (owned by Avusa Media). Nevertheless, Trench decided his city needed to capture some gees, and that his paper and his community needed to find a way of tapping into positive mood around the world cup enjoyed by most South Africans.

World cup: The Mercury takes on Babel

[Herman Manson] In Durban, The Mercury's editor Angela Quintal grabbed the 2010 FIFA World Cup as an opportunity for some creative thinking and innovation at her paper. Quintal decided to use the event to show the market (and her readers) that "as a newspaper The Mercury was not the conservative business read of old and could lead the way in terms of a fresh and different approach." She did this quite brilliantly through a series of editorial 'twinning' projects.

2010: mixed reactions on 'real' benefits, legacy

[Issa Sikiti da Silva] Almost two weeks since the curtains fell on the 2010 FIFA World Cup, a heated debate continues to rage over the splashing of R40 billion to host the tournament in one of the world's most unequal societies, where just over 40% of the population live below the poverty line.

World cup: newspaper editors innovate amid circulation decline

[Herman Manson] The 2010 FIFA World Cup has been the biggest South African news story so far this year. The tournament dominated media coverage over several months, both in the build-up to and during the actual event. Newspapers sat between a rock and a hard place during the world cup, as television ruled with its live broadcasts and online was first with live commentary, opinion and blow-by blow recounts.

Weighing the cost and value of world cup coverage

[Gill Moodie] Even with fun, new-fangled ways to share experiences, such as Twitter and Facebook, even with online and with the 2010 FIFA World Cup haven taken place right here in our own country, big international sporting events belong to television.

2010 FIFA World Cup: the end of a memorable event

[Issa Sikiti da Silva] The 2010 FIFA World Cup, which ended on Sunday night, 11 July 2010 - and was watched by a total of 3.18 million stadium spectators, viewed on FIFA.com by a record 150 million unique users generating 6.4 billion page views, and followed by thousands on Twitter - will go down in history as one of the most memorable global sporting events ever, according to FIFA, local authorities and international media.

Zuma thanks intl media for world cup interest

[Issa Sikiti da Silva] The international media, especially European but mostly British and German, who played a fundamental role in scaring away foreign visitors coming to the 2010 FIFA World Cup, have nevertheless been given a pat on the back by South African president Jacob Zuma, for 'showing an interest' on his country as a host nation.

Making the most of the massive publicity

[Chris Moerdyk] In the past five weeks, South Africa has received more positive publicity than in all of the 358 years since Jan van Riebeeck set foot on our shores and made the front page of the Rotterdam Reckord. Hopefully, the country's big brands, its media and its politicians will have a long hard look at their marketing strategies and the impact that this new energy will have on them.

How to beat the world cup blues

[Dr Nikolaus Eberl] After 31 days of football fever and the highs and lows of teams either progressing to the next round or crashing out of the 2010 FIFA World Cup, how can South Africans deal with the inevitable withdrawal symptoms of missing the games, stars and visitors alike, now that the ultimate 2010 whistle has been blown?

TV's world cup, but real growth for online too

[Herman Manson] TV owned the 2010 FIFA World Cup. There, I said it. While the Internet increasingly owns breaking news and the various South African news portals came up with numerous strategies for making their world cup content as engaging as possible, it could not even attempt to mimic the vibe of families, friends, even communities, gathering together in the real world in front of TV screens to follow the main matches.