Celebrating Africa's passion for football

These organisations had their South Africa and African 2010 World Cup campaign launch at the 30th annual Tourism Indaba in Durban. The central campaign theme is that this is Africa's World Cup; South Africa hosts it on behalf of the continent. Both campaigns celebrate Africa's passion for football.

The collaboration is intended to provide a holistic approach to marketing the world cup. At the heart of the Africa campaign is an invitation for Africa to unite and rally behind the 2010 FIFA World Cup, while the domestic focus is on celebrating ordinary South Africans as champions who will make the 2010 event a reality and a stunning success.

Extensive online campaign

There will also be an extensive online campaign component that includes a website, social media site exploitation (see www.youtube.com/user/SouthAfricanTourism) and mobisites to complement the television commercials. An extensive global editorial and public relations campaign is also in place. The campaign gives South Africans ideas on what they can do to prepare themselves to welcome the world next year, and be warm, hospitable and generous hosts.

"All adverts are uniquely South African. They are warm, inspirational and make you feel proud. They are about celebration, solidarity and they encapsulate the African spirit of ubuntu," said Paul Bannister, IMC acting CEO.

"From the onset, we have said that this world cup does not belong to South Africa alone, but to all of Africa. In developing a communication campaign specifically targeting this aspect, and communicating in a manner that is widely appreciated, fun and contagious, we are firmly positioning this event and the host continent as alive and vibrant," added SA Tourism acting CEO Didi Moyle.

The adverts started flighting in South Africa yesterday, Monday 11 May, on numerous television channels. The campaign also launches this week in Europe.

For more, go to www.brandsouthafrica.com and the newly revamped www.southafrica.net.