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A comprehensive advertising and marketing campaign has begun, to promote next year's Confederations Cup. It aims to rally South Africans behind the football tournament.
A MASSIVE campaign to promote the FIFA Confederations Cup taking place in South Africa in 2009 has kicked off.
The 2010 FIFA World Cup Organising Committee South Africa (OC) unveiled its marketing and promotional campaign at Nasrec on Friday, 14 November.
OC chief marketing officer, Derek Carstens, said the campaign, which went under the catch phrase, The champions are coming!, would involve television, radio, print and outdoor advertisements; an SMS element; and consumer activations.
Getting the message about the Confederations Cup across was important. The tournament would be promoted as an "appetiser" to the 2010 FIFA World Cup™, Carstens said.
‘The underlying message that the OC wants to get across to all South Africans is a call to action to be part of one of the most exciting events in African sporting history."
TV ads
The first part of the campaign kicked off on Sunday, 16 November with television advertisements and national print campaigns in the Sunday newspapers.
On Monday, the OC started rolling out outdoor billboards and street pole advertisements in key locations in the four cities in which FIFA Confederations Cup games will be played.
The print campaign will be extended to popular daily newspapers and additional advertising placements will be included in soccer magazines. On Friday, 21 November, the SMS campaign will begin and by the beginning of December, the campaign will kick off in taxi ranks, malls and stadiums.
The Confederations Cup Draw will take place in Sandton on 22 November and campaigns to promote the event have already started. Educational campaigns to teach the South African public about the tournament and how people can buy tickets will follow.
Carstens said the cheapest ticket to a Confederations Cup match would cost R70.
Champions
The Confederations Cup, known as the Festival of Champions as it pits the champions of the six FIFA confederations, the reigning world champions and the next FIFA World Cup hosts against each other, will take place from 14 to 28 June 2009.
South American champions, Brazil; European champions, Spain; African champions, Egypt; Asian champions, Iraq; CONCACAF champions, the United States; Oceania champions, New Zealand; 2006 World Cup champions, Italy; and 2010 hosts, South Africa, will compete.
It will be played at Johannesburg's Ellis Park Stadium, Tshwane's Loftus Versfeld Stadium, Mangaung's Free State Stadium, and Rustenburg's Royal Bafokeng Sports Palace.
OC chief executive, Danny Jordaan, said the Confederations Cup was a wonderful opportunity for South Africans to watch the world's best football teams in their own backyard.
"All the teams come as champions. We urge all people to go and buy tickets because this is a South African moment."
2010 World Cup ambassador, Lucas Radebe, said the tournament would give South Africa a chance to say, "We are ready to host the 2010 World Cup," to the world.
"This is the time that we must show passion and true camaraderie," he said.
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