Exp activates African leg FIFA World Cup Trophy Tour by Coca-Cola

World football's greatest prize - the FIFA World Cup™ Trophy, has just concluded the African leg of its biggest ever global tour as part of the FIFA World Cup Trophy Tour by Coca-Cola in anticipation of the 2010 FIFA World Cup™. Experiential marketing agency, Exp, who has an African footprint of 22 offices across Africa, have successfully activated the event in 12 countries of the African tour. In addition, Exp developed the strategic, creative and logistics toolkit for the Coca-Cola Trophy Tour, utilised in many other countries.
The Coca-Cola Company and football's world governing body, FIFA, announced details of the route in June 2009, which spans 86 countries during the 225-day tour and allow thousands of fans around the globe to see the real solid-gold trophy in person.

Justin Howard Regional Director of Exp said: “Coca-Cola challenged Exp to develop an experience that would bring the FIFA World Cup Trophy to life in each market, and it was not just about a ‘show and tell' but about creating an overall Coca-Cola intrinsic experience for the fans.”

The Coca-Cola Trophy Tour made its journey from the FIFA Headquarters on 21 September 2009 and travelled throughout Africa before arriving in the host country of South Africa in time for the 4th of December 2010 FIFA World Cup Draw in Cape Town. Next year the trophy will continue doing its tour to other continents including Asia and South America. The total distance the tour will travel is 134,017 kilometres (83,274 miles) or more than three times the circumference of Earth. The Tour was developed through an exclusive partnership between FIFA and Coca-Cola, a FIFA Partner and one of the organization's longest-standing corporate partners.

Exp was responsible for managing the tour in the following countries along the route:

October
Accra - Ghana
Dakar - Senegal

November
Windhoek, Namibia
Gaborone, Botswana
Lusaka, Zambia
Nairobi, Kenya
Entebbe, Uganda
Dar es Salaam, Tanzania
Harare, Zimbabwe
Lilongwe, Malawi
Mbabane, Swaziland

December
Maseru, Lesotho

During the African Trophy Tour, fans were given the chance to enjoy a rare close-up view of the authentic FIFA World Cup Trophy. Free tickets to the 2009/10 Trophy Tour were made available to consumers via Coca-Cola promotions in countries on the route. At events in each city, fans had the opportunity to have a souvenir photo taken of themselves with the trophy, view a special 3-D movie showcasing memorable moments of the FIFA World Cup, participate in interactive displays and enjoy other entertainment.

"This year's FIFA World Cup Trophy Tour by Coca-Cola is bigger and better than ever before," said Emmanuel Seuge, group director, worldwide sports and entertainment marketing, The Coca-Cola Company. "The first Trophy Tour in 2006 was a huge success and we're delighted that we're going to give even more fans the chance to get close to the real trophy. We're especially looking forward to taking the trophy to every single country in Africa."

The 2009/10 FIFA World Cup Trophy Tour draws on the huge success of the first global Trophy Tour held in 2006. In 2006, the tour visited 31 cities in 29 countries, covering 102,570 kilometres (63,734 miles) with millions of fans around the world enjoying the chance to have a closer look at football's most famous prize.



7 Dec 2009 13:14

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