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What is anWhat is an Event?.....Event?.....
Social / lifeSocial / lifecycle eventscycle events
Education and career eventsEducation and career events
Sports eventsSports events
Entertainment eventsEntertainment events Political eventsPolitical events
Corporate eventsCorporate events
Religious eventsReligious events
Fund raising/ cause related eventsFund raising/ cause related events
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People Involved in Organizing an EventPeople Involved in Organizing an Event
Event Manager/Event PlannerEvent Manager/Event Planner
Event CoordinatorEvent Coordinator
Information ManagerInformation Manager Logistic ManagerLogistic Manager
Security ManagerSecurity Manager
Infrastructure ManagerInfrastructure Manager
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People Involved in SponsoringPeople Involved in Sponsoringan Eventan Event OrganizersOrganizers SponsorsSponsors PartnersPartners ClientsClients Supporting AgenciesSupporting Agencies
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TOP EVENT MANAGEMENT
COMPANIES IN INDIA360 degrees360 degrees
Percept D MarkPercept D Mark
Wizcraft InternationalWizcraft International
Entertainment Pvt LtdEntertainment Pvt Ltd
DNA Networks Pvt Ltd.DNA Networks Pvt Ltd.
Cineyug EntertainmentCineyug Entertainment
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SWOT Analysis in Event PlanningSWOT Analysis in Event Planning
'S''S' stands for Strengthsstands for Strengths'W''W' stands for Weaknessesstands for Weaknesses'O''O' stands for Opportunitiesstands for Opportunities
'T''T' stands for Threatsstands for ThreatsAnalysis ReportAnalysis ReportAfter conducting market, competitors,After conducting market, competitors,
product/service research and SWOT analysis,product/service research and SWOT analysis,create a report which contain details of allcreate a report which contain details of allthe research work done by you.the research work done by you.Documentation of your research work isDocumentation of your research work isimportant, later for event evaluation. Yourimportant, later for event evaluation. Youranalysis report will also help you in gettinganalysis report will also help you in getting
sponsorship for your event.sponsorship for your event.
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Event Planning TipsEvent Planning Tips
WhyWhy
WhatWhat
WhenWhen WhereWhere
WhoWho
HowHow
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2010 FIFA WORLD CUP
HOST CITY: CAPE TOWN
MARKETING PLAN
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Host City ObjectivesHost City Objectives
Host semi finals and events successfully
Party capital of Africa
Maximum public benefit and lasting legacy:InfrastructureEconomic OpportunitiesEnvironment
Desirable destination for investors and tourists leveraging long-term economic growmi finals
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Critical Success FactorsCritical Success Factors
Infrastructure for the event must be readyInfrastructure for the event must be ready Uninterrupted service deliveryUninterrupted service delivery Operational plans, staff and equipment must be readyOperational plans, staff and equipment must be ready Service providers such as accommodation, transport,Service providers such as accommodation, transport, restaurants must be readyrestaurants must be ready Safety and security for visitorsSafety and security for visitors Local community support, involvement, ownership andLocal community support, involvement, ownership and
acceptanceacceptance
Shared view of longShared view of long--term economic objectivesterm economic objectives Adequate resourcingAdequate resourcing
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Critical Success FactorsCritical Success Factors
Distinctive appeal & brandDistinctive appeal & brand Imaginative use of city geography and historyImaginative use of city geography and history Political support, clear communications constituenciesPolitical support, clear communications constituencies Partnership between sectors & governmentPartnership between sectors & government Objectives, leadership, roles & responsibilitiesObjectives, leadership, roles & responsibilities Strategic alignmentStrategic alignment
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2010 MARKETING PLAN OBJECTIVES2010 MARKETING PLAN OBJECTIVES
To ensure that the CityTo ensure that the City residentsresidents embrace the eventembrace the event(Party Capital)(Party Capital)
To communicateTo communicate readinessreadiness (infrastructure and an(infrastructure and anoperational)operational)
To enhanceTo enhance visitor experiencesvisitor experiences by improved serviceby improved servicelevelslevels To demonstrate andTo demonstrate and showcase opportunitiesshowcase opportunities forfor
businesses, artists, craft to participate in the eventbusinesses, artists, craft to participate in the event To encourage more travellers to Africa prior,To encourage more travellers to Africa prior, during and post event by addressingduring and post event by addressingAfro pessimismAfro pessimism Build andBuild and enhanceenhance marketing initiatives that alreadymarketing initiatives that already
workwork UseUse events, announcements, infrastructureevents, announcements, infrastructure
milestonesmilestones as media,as media, marketing, community opportunitiesmarketing, community opportunities
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Local :Local :-- Residents of Cape Town, WCapeResidents of Cape Town, WCape
BusinessBusiness
Service providers (Transport & Accommodation)Service providers (Transport & Accommodation) MediaMedia
Partnership agencies (CT Tourism, CT Partnership,CTRU,Partnership agencies (CT Tourism, CT Partnership,CTRU,
Wesgro, business, soccer fraternity)Wesgro, business, soccer fraternity)
Staff (Province, City)Staff (Province, City)
National :National :-- Partners (National Government, LOC & Other Host Cities)Partners (National Government, LOC & Other Host Cities)
MediaMedia
InternationalInternational FIFA (& other event owners)FIFA (& other event owners)
MediaMedia
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PrePre--Campaign PhaseCampaign Phase
Cape Town was awarded Host City status after concludingCape Town was awarded Host City status after concluding the Host City Agreement in February 2006the Host City Agreement in February 2006
PrePre--campaign stage (February 2006campaign stage (February 2006 11 June 2008)11 June 2008)
Extensive national and international media coverageExtensive national and international media coverage costs, legal processes & challengescosts, legal processes & challenges milestones in stadium constructionmilestones in stadium construction preparationspreparations
Informational website tracking progressInformational website tracking progress Host City Agreement rights: Logo launch, HC pamphlet, HCHost City Agreement rights: Logo launch, HC pamphlet, HC
poster,poster, Preliminary Draw Expo, Berlin logo launch and Soccerex)Preliminary Draw Expo, Berlin logo launch and Soccerex) Align existing projects to 2010 objectivesAlign existing projects to 2010 objectives -- e.g. Tourisme.g. Tourism
IndabaIndaba
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Campaign PhasesCampaign Phases
2 Years to go, need to start the build2 Years to go, need to start the build--upup Timing is right: Cape Town is on trackTiming is right: Cape Town is on track
Phased campaign to avoid 2010 burnPhased campaign to avoid 2010 burn--out & fatigueout & fatigue Messaging to reflect desired outcomesMessaging to reflect desired outcomes
for a particular phasefor a particular phase Five (5) phases are proposedFive (5) phases are proposed Aligned to Major FIFA events andAligned to Major FIFA events and
milestones in the buildmilestones in the build--up to 2010up to 2010
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Phase1Phase1
The BuildThe Build--up Phaseup Phase11 June 200811 June 2008 16 June 200916 June 2009
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Phase 1 CampaignPhase 1 Campaign
Strategic ObjectivesStrategic Objectives
Residents to embrace the eventResidents to embrace the event1.1. Readiness (milestones)Readiness (milestones)
2.2. Local preparation to enhance visitor experienceLocal preparation to enhance visitor experience
3.3. International marketing targeting visitorInternational marketing targeting visitorgroupsgroups
4.4. Business opportunities..Business opportunities..
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CampaignCampaign
1.1. To build excitement amongstTo build excitement amongst
residents and the region of theresidents and the region of the
coming eventscoming events -- Cape TownCape TownTeam 2010Team 2010
2.2. e.g.Cocae.g.Coca--colas We all speakcolas We all speak
footballfootball
3.3. Nike A little less conversation,Nike A little less conversation,a little more actiona little more action
4.4. The campaign must solicitThe campaign must solicit
emotion, pride and a chuckle byemotion, pride and a chuckle by
the target audience (Nandosthe target audience (Nandos
Party CapitalParty Capital))
Phase 1 CampaignPhase 1 Campaign
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TacticsTactics
1.1. BillboardsBillboards
2.2. City publications & websiteCity publications & website
3.3. Civic Centre, Visitor Centre,Civic Centre, Visitor Centre,Airport, Train StationAirport, Train Station
themed exhibitsthemed exhibits
4.4. Print adverts, video materialPrint adverts, video material
and collateraland collateral5.5. Supported by Events and pressSupported by Events and press
coveragecoverage
6.6. Naming rights/Operator TenderNaming rights/Operator Tenderawardaward
Phase 1 CampaignPhase 1 Campaign
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The CampaignThe Campaign
FACT: Capetonians love their CityFACT: Capetonians love their City
Cape Town Icons..Cape Town Icons.. Cape Town speak..Cape Town speak.. Cape Town does.Cape Town does. Cape Town lovesCape Town loves Cape Town history..Cape Town history.. Cape Town heritageCape Town heritage
Communicate to residents what CapeCommunicate to residents what CapeTown presents to the World ..Town presents to the World ..Cape Towns 2010 Team is all itsCape Towns 2010 Team is all itsresidentsresidentsBuild on the success of Host CityBuild on the success of Host CityLogo and Host City PosterLogo and Host City PosterCatchy creative and slogans to beCatchy creative and slogans to bedesigned by professional agencydesigned by professional agencyCampaign on factual and milestoneCampaign on factual and milestoneinformationinformation
Phase 1 CampaignPhase 1 Campaign
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Phase 2:Phase 2:
Crunch Time!Crunch Time!Delivery of the Final DrawDelivery of the Final Draw
(1st Official FIFA Event in Cape Town )(1st Official FIFA Event in Cape Town )Delivery of the StadiumDelivery of the Stadium
16 June 200916 June 2009 15 December 200915 December 2009
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PHASE 2PHASE 2
Target Market ShiftTarget Market Shift
Two Official FIFA Events will bring toTwo Official FIFA Events will bring to South Africa theSouth Africa theinternational media and the FIFA Familyinternational media and the FIFA Family
Primary target market shifts from Capetonians and SouthPrimary target market shifts from Capetonians and SouthAfricans to the International marketAfricans to the International market
Build on confidenceBuild on confidence after the Confederations Cupafter the Confederations Cup
Optimum period to encourage more visitors to the destinationOptimum period to encourage more visitors to the destinationfor the Final Draw and other FIFA eventsfor the Final Draw and other FIFA events
Promote the Cape Town offerings, hotels, base camps, publicPromote the Cape Town offerings, hotels, base camps, public
viewing areas, services, infrastructureviewing areas, services, infrastructure OnOn--going communication to the local residents requiredgoing communication to the local residents required
regarding preparations and milestonesregarding preparations and milestones
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PHASE 2PHASE 2
Strategic ObjectivesStrategic Objectives
To position the City to host eventsTo position the City to host events
Addressing Afro pessimismAddressing Afro pessimism
Build and enhance marketing initiativesBuild and enhance marketing initiatives
that already workthat already work
CampaignCampaign
Messaging to incorporate imagery ofMessaging to incorporate imagery of
The Party Capital and The place toThe Party Capital and The place tobe in 2010 and Africas Greatestbe in 2010 and Africas Greatest
Destination. Tapping into themes inDestination. Tapping into themes in
the official slogan Celebrate, African,the official slogan Celebrate, African,
Humanity This messaging toHumanity This messaging to
continue through the competitioncontinue through the competitionphasephase
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PHASE 2PHASE 2
TacticsTactics
BillboardsBillboards
City publications & websiteCity publications & website
Civic Centre, Visitor Centre, Airport,Civic Centre, Visitor Centre, Airport,
Train Station themedTrain Station themedexhibits/billboardsexhibits/billboards
Include Tourism AreasInclude Tourism Areas
Visitor Information CentresVisitor Information Centres
Tourism publicationsTourism publications
Print adverts, video material andPrint adverts, video material andcollateralcollateral
Broadcast material (around Final Draw)Broadcast material (around Final Draw)
Supported by Events and media coverageSupported by Events and media coverage
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The Campaign An emotive campaign carrying the Destination Marketing objectives to
encourage international visitors to purchase the ticket align and extendSATs excellent international campaign with Sky News and CNN
Table Mountain
Robben Island
The Winelands
Kirstenbosch
The people The World Cup Party Preparations
Accommodation
Transport
Visitor Services
Things to do
Desired response: Ive decided, I want to stay in Cape Town & the Western Cape for the 2010 FIFA World Cup!
Slogans and imagery to be professionally developed
Align to SAT Tourism Growth Strategy
Target specific markets as teams qualify for 2010 Tournament,
Tailor-make offering for the 32 teams coming to the final draw.
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Phase 3Phase 3
Preparation and Anticipation!Preparation and Anticipation!Tangible ExcitementTangible Excitement
The Cape Town Stage is PreparedThe Cape Town Stage is Prepared15 December 200915 December 2009 11 June 201011 June 2010
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Target MarketTarget Market
Primary target market remains international audiencePrimary target market remains international audience
Phase 2 and 3 are the Citys biggest opportunityPhase 2 and 3 are the Citys biggest opportunity
to promote the destination to an international audienceto promote the destination to an international audience Visual language, collateral and marketing material (Phase 2)Visual language, collateral and marketing material (Phase 2)still relevantstill relevant
Build on the success of the Final DrawBuild on the success of the Final Draw
Communication focus moves from general DestinationCommunication focus moves from general DestinationMarketingMarketing
Carries a distinctive football specific messagingCarries a distinctive football specific messaging Facilitated by the test events in the New Green Point StadiumFacilitated by the test events in the New Green Point Stadium
After Final Draw the countries playing in Cape Town areAfter Final Draw the countries playing in Cape Town areknownknown
Can design adopt a country programmesCan design adopt a country programmes
Collateral to adopt a language strategyCollateral to adopt a language strategy
DealDeal--making phase for teams and base campsmaking phase for teams and base camps
Phase 3Phase 3
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Strategic ObjectivesStrategic Objectives
To position the City to host eventsTo position the City to host events
Addressing Afro pessimismAddressing Afro pessimism
Build and enhance marketing initiativesBuild and enhance marketing initiatives
that already workthat already work
CampaignCampaign
Messaging to incorporate imagery ofMessaging to incorporate imagery of
The Party Capital and The place toThe Party Capital and The place tobe in 2010 and Africas Greatestbe in 2010 and Africas Greatest
Destination. Tapping into themes inDestination. Tapping into themes in
the official slogan Celebrate, African,the official slogan Celebrate, African,
Humanity This messaging toHumanity This messaging to
continue through the competitioncontinue through the competitionphasephase
Phase 3Phase 3
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The CampaignThe Campaign
Phase 2 Emotive Campaign ContinuesPhase 2 Emotive Campaign Continues
The City is physically prepared to host with marketingThe City is physically prepared to host with marketing
collateralcollateral
The campaign is incorporated into the event areas,The campaign is incorporated into the event areas,
decoration, tourist attractionsdecoration, tourist attractions At this stage, all the world will focus on the ???? StadiumAt this stage, all the world will focus on the ???? Stadium
Cape Town to present a magnificent facility completed onCape Town to present a magnificent facility completed on
time and to specificationtime and to specification
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Phase 4Phase 4
The biggest Show on earthThe biggest Show on earthParticipants and guests arrive in CapeParticipants and guests arrive in CapeTownTown
Will we deliver the destination promise?Will we deliver the destination promise?The 2010Party CapitalThe 2010Party Capital
11 June 201011 June 2010 11 July 201011 July 2010
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2010 FIFA World Cup2010 FIFA World Cup
Arrival of football teams, football stars and matchArrival of football teams, football stars and matchoutcomesoutcomes
will be main content for media (particularly accreditedwill be main content for media (particularly accreditedmedia)media)
City wants incident free event.City wants incident free event. InIn--Stadium brandingStadium branding Host City ExhibitionHost City Exhibition City Media Information in the Media CentreCity Media Information in the Media Centre V
isitor service and ex
perienceV
isitor service and ex
perience Media Services project to enhance reporting on theMedia Services project to enhance reporting on thedestinationdestination
The Four Fan Parks and related events are the CitysThe Four Fan Parks and related events are the Citysmain event related activities during stage, amain event related activities during stage, a
mechanism to involve local communitiesmechanism to involve local communities
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RisksRisks
CrimeCrime TransportTransport
WeatherWeather Fragmentation of effortsFragmentation of efforts NonNon--aligned messagingaligned messaging
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The campaignThe campaign
During the eventDuring the event -- See you again See you again bibintot type advertisingntot type advertising
campaign prominent at airport departure hallscampaign prominent at airport departure halls
Negotiate with Airlines for pilots to use see you again on departureNegotiate with Airlines for pilots to use see you again on departure
PostEvent We did it billboardPostEvent We did it billboard -- images of the party, and the successimages of the party, and the success Factual reporting on final costs, arrivals, length of stay, national prideFactual reporting on final costs, arrivals, length of stay, national pride
general economic and social impact.general economic and social impact.
Legacy, Sustainability, Investment, TourismLegacy, Sustainability, Investment, Tourism
Lessons for Brazil 2014Lessons for Brazil 2014 EventsEvents HandHand--over of the Stadium to the Operatorover of the Stadium to the Operator
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Phase 5Phase 5
PostEvent, Reality CheckPostEvent, Reality CheckWe did it! We hosted the greatest showWe did it! We hosted the greatest show
on earth!on earth!
Cape Town, its facilities and people theCape Town, its facilities and people thehighlight!highlight!South Africa, a Nation Triumphant!South Africa, a Nation Triumphant!
Africa, a proud Continent!Africa, a proud Continent!Good Luck Brazil for 2014, were here toGood Luck Brazil for 2014, were here tohelphelp
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Marketing PartnersMarketing Partners
FIFA/LOCFIFA/LOC
SABC, Media partnersSABC, Media partners
National and Provincial governmentNational and Provincial government SA Tourism/Brand South AfricaSA Tourism/Brand South Africa
Cape Town Routes UnlimitedCape Town Routes Unlimited
WesgroWesgro Cape Town TourismCape Town Tourism Cape Town PartnershipCape Town Partnership
Cape Town International AirportCape Town International Airport MetrorailMetrorail
Tourism Attractions (Cape Nature/Robben Island/V&A Waterfront)Tourism Attractions (Cape Nature/Robben Island/V&A Waterfront)
Cape Town International Convention CentreCape Town International Convention Centre Event Owners (e.g. Jazz Festival, Food & wine, Book Fair etc)Event Owners (e.g. Jazz Festival, Food & wine, Book Fair etc) FIFA PartnersFIFA Partners
Other Host CitiesOther Host Cities Surrounding Towns in the Western CapeSurrounding Towns in the Western Cape
FIFA FamilyFIFA Family
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THANK YOUTHANK YOU