1 Taking brand South Africa forward

Post event analysis has zoned in on whether the tournament will generate any benefits
for everyday South Africans.

The reputation of South Africa's national brand has a direct correlation to improved global
competitiveness. There is evidence of this when looking back at the impact of the World
Cup. Critically, we need to look forward, identifying how we can keep building on the
huge brand value that was generated through the tournament – for both our country and
continent.

Nation and continent united

Internationally, the World Cup has rebranded South Africa and disaggregated different
African countries, and at the same time changed the way in which the continent was
seen abroad. Undoubtedly, the tournament has the potential to leave a sustainable
legacy.

One of the most significant benefits has been the opportunity to nurture the sense of
nationhood and unity, both from a South African and an African perspective. An example
is how Africans united to support Ghana as the team competed against Uruguay in a
quarter final game. Headlines such as The Times', ‘We are all Ghana', mirrored mass
hopes for an African win.

The successful mobilisation of South Africans, through campaigns such as ‘Fly the Flag'
and ‘Football Fridays' demonstrated the intense passion with which our nation can unite.
In this case, it was not only rallying behind the country, but Bafana Bafana, a team with
historically low levels of united national support.

Germany, host of the 2006 FIFA World Cup™, improved its reputation and associations,
even amongst its harshest critics, as the country moved from 6th position (2005) to 1st
position (2008) in the Anholt GfK Roper Nation Brands Index. The IMC expects South
Africa's ranking in this index to improve significantly.

This tournament has combated perceptions of a ‘struggling continent', as a contemporary

African identity was experienced by people across the world. According to the United
Nations, the World Cup presented the country and continent with “an opportunity to
harness the power of an international event and project Africa's potential for peace and
development”. High levels of collaboration contributed to the alleviation of Afro-
pessimism.

Facts and forecasts

Social cohesion and national pride have a direct influence on South Africa's investment
rating. On the economic front, bold post World Cup forecasts have been put forward.
Interesting facts relating to its impact have been extracted.

GDP is forecast to grow by an additional 0.7% this year as a direct result of the event.
Positive business and consumer confidence figures during the past quarter have been
attributed to the tournament. Due to the event, an estimated 130 000 jobs were created,
contributing R2 billion to low income households.

R8,5 billion was spent during the event, equalling R11,5 billion in additional economic
impact. In just 20 days, between 1st and 20th June, Visa data indicated an in-country
international visitor spend that exceeded US$128 million (R974 million), up 54% during
the same period in 2009. The number of transactions during this time totalled 900 000,
or 45 000 per day, an increase of 60% during the same 20 days in 2009.

Premier investment destination

The IMC's vision is for South Africa to be acknowledged as a Top 20 Nation Brand
(Anholt) and a Top 30 nation in the World Economic Forum's Global Competitiveness
Index by 2020. We aim to make a contribution towards job-creation by encouraging local
and foreign investment, tourism and trade through the promotion of ‘Brand South Africa'.
According to Simon Anholt, during an interview with Dr. Sean Carey, “Making the story
stick is crucial. Using a big sporting or cultural event to enhance a country's standing is
not a sprint to the finish, but the start of a long relay race. But if South Africa does
handle the opportunity well, it's possible to argue that the Ł3.5 billion is as well spent as
if it had been put into education or healthcare. Aside from the immediate hike in business
and leisure visits and the huge promotion of tourism that a big event can generate, the
overall improvement of the country's profile can, if sustained, generate a measurable
increase in foreign investment and trade over the following years”.
Through the World Cup platform, South Africa proved to the world that it is an emerging
market that matters – a strong and stable economy, with solid growth prospects. We
matter because we are a proven connector; a bridge not just to the last great investment
frontier, Africa, but between old and emerging powers and between old and new ways of
doing and seeing things.

Infrastructure and more

Urban development has been fast tracked, with host cities having seen substantial
investment ploughed into infrastructure. From the world-class stadia to Durban's
impressive new international airport and Gauteng's integrated public transportation
system, much has been achieved in record time.

Host cities did well to profile their uniqueness. All in all, South Africa has achieved
remarkable infrastructural developments in the lead up to and during the tournament
that will definitely have a lasting impact on the prosperity of both the people and the
economy.

Addressing G20 leaders, President Zuma said that Africa can no longer be viewed only as
a destination for development aid – the continent is open for business. More than the
infrastructure that our future generations will inherit, we remain hopeful that the various
skills that our people acquired since we started working on this Fifa World Cup™ project
will prove useful going forward.

Sustainable tourism growth

The tourism industry is on the frontline when presenting the national brand to global
audiences. In June 2010, the 1 million tourists mark was reached, seeing an increase of
200 000 year-on-year – significant considering that for every seven tourists, one job is
created.

Tourism statistics indicate that 682 317 foreigners entered South Africa between 1 and
21 June, compared to 541 065 during the same period this past year. It is estimated that
the economy has benefitted from R100 billion in tourism spend in 2010, a 3.7% increase
compared to the previous year. Post World Cup, we have no doubt that inbound tourism
levels will continue to rise.

Africa bucked the global trend in 2010, with tourist arrivals increasing by 5% whilst the
global average saw a 4% decline in tourist arrivals. This increase has been attributed to
the tournament, as well as the ‘Obama effect'. “There has been a shift in the way that
people look at Africa”, said Taleb Rifai, secretary general of the UN World Tourism
Organisation (UNWTO). “Africa is now considered a very serious destination for travellers
from the major generating markets.”

A collective responsibility
The World Cup has provided Brand South Africa with the opportunity to seed the national
brand's future positioning, which is premised on heightened global competitiveness. In
the longer term, every African has a common destiny and united responsibility. It is up to
us to build our own legacy - one that has sound socio-economic fundamentals in place,
from good education to healthcare for all. Most importantly, we recognise the role that
each person plays in continuing to build South Africa's national brand, and the pivotal
role that our national pride plays in driving prosperity

2. Did South Africa Get To The Benefits Of The World Cup

By: Bill Walker Home | Writing-and-Speaking

For football fans, the World Cup is the most worthy event to be excepted, because there
are some super stars will appear on the playground, similarly, this is also a commercial
grand feast. In this grand feast, not only has the International Soccer Association and the
South African World Cup Organization committee's form, also has Puma, MacDonald and
so on well-known brand, even more, Chinese enterprises have appeared in this grand
feast, as well as "China made".

As far as many people are concerned, the influence of South Africa World Cup is can not
be ignored, only at the aspect of economy, that its income is quite objective. However,
compared to the fact, this session of World Cup for South African, the payment was more
than income. As far as we known, World Cup Organization committee has invested over
3.5 billion dollars in this world cup, was the most since the World Cup. But this already
went far beyond anticipated, it is said many local authorities of South Africa already were
heavily in debt.

According to this data, many professionals analyzed and trusted the income of this World
Cup of South Africa is going to be unsatisfactory. There was a study that total 32 pages
to report the financial position of World Cup in South Africa, it reported the income of
World Cup would not make up the payment of South Africa. What is more, there had the
worker strike and the foreign tourist sharp decline. It is known that this session of World
Cup visitor from abroad will estimate less than 1,000,000 people.

This session of World Cup, who can obtain the most benefits? Perhaps FIFA, as the
supreme governing body of world football, FIFA copyright by television has maintained a
steady income. Data show that in 2009, FIFA's profit around 196 million U.S. dollars, and
has nearly 10 billion dollars in financial reserves. Just like a few of sports medias
reported that FIFA was a "board". Like sport brand Puma, for this World Cup, Puma
sponsored some African teams, and helped the Ghana to succeed in entering the final
match, broke through the record of African countries in the page of the World Cup.

Additionally, said by authority, in order to take on the impact of football in South Africa
World Cup, the people's expectations of its more a matter of fact that drives the
economy of South Africa and the African continent to take off, but under the background
that the global economy not yet out of recession, it could not say certainly that the
economy of South African must be rised.

In the eyes of people, it was a regret thing that there was no Chinese team. But you
would see the Chinese shadow on the playground.

The shadow of "Made in China" appeared everywhere in South African World Cup.
Vuvuzelas are popular with Africa's fans, but the worry for many players, even had a
prohibition about playing, in fact, mostly made in China.

Even more, including footballs were made in China. It is reported that the use of World
Cup ball "celebrate" from a company in Jiangxi, It was hot issue of total 12 million ball
came from China.
Of course, larger surprise is Chinese sponsors has advanced into such a big stage like
World Cup. Each World Cup's competition, the fans can see Chinese characters -- China
Harbin beer. They are the World Cup official sponsors, has also been in World Cup history
first time presents the Chinese Enterprise's name.

3 South Africa’s brand – 100 days after the World Cup

Wednesday, November 10, 2010

Mixed media fortunes for South Africa were evident 100 days after the 2010 FIFA World
Cup South AfricaTM. Ornico reports that as a brand, South Africa scored from the huge
amount of local media coverage immediately following the World Cup, but unfortunately
it wasn't all good news.

Sandton, South Africa - Wednesday 10 November 2010: South Africa scored just over
R25 million rands worth of editorial coverage in the 100 days following the 2010 FIFA
World Cup South AfricaTM that ended on 11 July 2010 according to brand and media
intelligence company Ornico. But, there's good and bad news for Brand South Africa as
the publicity was a mixed bag featuring a fairly equal spread of positive and negative
media attention for this country's national brand. Coverage on the World Cup itself
dominated at some R7,1 million rands of coverage following the period under review
after the World Cup, but this value was closely followed with a mass of stories on the
xenophobia that flared up soon after the World Cup ended. Coverage on xenophobia
totalled some R5,3 million rand.

Other issues that achieved good coverage included stories about South Africa related to
tourism, tourism month and President Jacob Zuma's visit to China. The Mpumalanga
province obviously did their homework because they were the most publicized region
garnering some R624,600 worth of media coverage. The Fly The Flag campaign also had
a strong publicity presence garnering some R 516,505 worth of coverage during the
period.

"Although the police and national defence force mobilized very quickly to stem the threat
of xenophobic attacks following the world cup the high volume of coverage shows what a
significant news item it was, despite the fact that the violence was not wide spread and
was contained," says Oresti Patricios, CEO of brand and media intelligence company,
Ornico.

The period tracked by the brand and reputation analysis company was marked the first
100 days following South Africa's hosting of the FIFA World Cup 2010. The tracked media
set included in the analysis were agenda setting titles including daily, weekly and
regional newspapers, magazines, trade publications, broadcast brands and other media
that influence the national discourse.

"If the brand custodians of South Africa and the government were sassier, they certainly
could have been more active in terms of vocalizing positive messages about cultural
integration and the positive role that emigrants play in the local economy and social
fabric," says Patricios. "The World Cup brought a huge acceptance of foreign visitors, and
this could have been mobilized to better limit the negative sentiment that seemed to spur
xenophobic attacks." Patricios said that part of the problem was that government seemed
to be so adamant in terms of denying the xenophobic problem.

"An analysis of the coverage on xenophobia showed that the government could have
played a much stronger role if they accepted the situation instead of denying it, and
marshalled resources to better deal with it, and communicated this more effectively."
Patricios added that Mpumalanga's media win should show other provinces the value of
piggy-backing on high news climates and seasons like the World Cup to achieve positive
coverage. "The public relations practitioners who handled the Mpumalanga account were
obviously very smart and capitalized on the attention on the world cup to drive publicity
for their province. This high volume of coverage has very real benefits as not only does it
create top of mind presence for Mpumalanga as a regional brand, but it draws investor,
tourist and public interest on what is happening in the region." Patricios says it was
smart of Mpumalanga to drive this coverage during a time when it was likely that a
number of tourists and investors were still in South Africa.

Other regions that benefited from the boom in media coverage during the period under
review included KwaZulu-Natal and Soweto. "Surprisingly the Western Cape featured
fairly lowly with only R 152,778 worth of coverage for the period. This is unusual because
the Western Cape is normally the jewel in the crown of South African tourism and has a
number of aspects that publicity can be sought on from tourism, to technology, to wine,
to the economy. The possibilities for promoting the Western Cape are endless."

Further disappointments in the media coverage stakes were the Johannesburg Tourism
Company that received negligible coverage, as did the issue of trade in South Africa, the
annual The Standard Bank Joy of Jazz and Mandela Day. "All of these are heritage items
that need to be promoted in order to boost South Africa as a destination brand which is
relatively easy to do given that all these Mandela Day, the Jazz festival, trade in South
Africa and Johannesburg easily attract positive publicity," says Patricios.

A total of 1 340 stories on South Africa were recorded after the first 100 days of the 2010
Soccer World Cup. The focus was on news coverage and because of this Ornico excluded
DJ banter on radio which would have influenced the figures heavily. The news value was
deduced using advertising rates from South African Rates and Data.

4. South Africa's World Cup media win

Issued by: Ornico
"They came. They saw. We conquered," says Oresti Patricios, CEO of Ornico, who claims
that the international media who experienced this country first-hand became Brand
South Africa converts.
Another country - that is what it is like living in South Africa after the final whistle blew
on the 2010 Soccer World Cup. Not only has the event proven a major contributor to
restoring national pride and confidence, it placed Brand South Africa centre stage in front
of a harsh and critical media, and this country triumphed.

Cast your mind back a couple of years and months ago and try to remember the
damaging headlines coming from the international media. There were severe doubts
about South Africa's readiness and infrastructure, Australia was suggested as a 'plan B'
and there was hysterical reporting about a race war.

The English media were particularly alarmist and vociferous in their scathing attack,
driven by the tabloid nature of that country's reporting. The Daily Star carried a
frightening headline that warned of a "Machete Race War", and the Daily Mail stated
"South Africa World Cup 2010... and the shooting's already started". That kind of media
reporting had its seed in South African conservatism and the predominantly English
media reacted by turning ultra conservative sources into influencers of the media
agenda.

More accurate reporting came from Canada where CBC News which used a more
objective headline: "White supremacist sees race war in South Africa". This showed more
mature journalism that better contextualised local political issues after the wake of
Eugène Terre'Blanche's death. Yes, there was racial tension, but a machete race war was
nothing more than the fear mongering of ultra conservatives.

Regardless of their point of origin, the international media contingent to South Africa was
massive and their response to South Africa's 2010 Soccer World Cup was homogenous.
The global media declared the event a successful celebration, with journalists from the
world's most influential media showing that they had been significantly changed by their
experience of South Africa.

Whether you called it 'gees', ubuntu or South Africa's indomitable spirit, as a nation we
rose like a phoenix from the ashes of bitter racial tension, service delivery riots and
divisive political conflict to unite and get the show on the road. Something South Africa
did so spectacularly that we surprised even ourselves. We certainly silenced the
naysayers.

International media reports of the 2010 Soccer World Cup have been glowing. BBC
Sports Editor David Bond reported that "fears about crime and security were largely
unfounded"; Peter Pedroncelli of Goal.com declared "South Africa's World Cup was a
great success and receives Goal.com's stamp of approval"; the UK Guardian's Owen
Gibson said "South Africa leaves a World Cup legacy to remember"; and Rob Hughes of
the New York Times opined "South Africa's triumph in being host to the World Cup can no
longer be questioned".

Before the world media descended on South Africa's beautifully built soccer stadiums
there was doubt and scepticism. However the media contingent left transformed by
South Africa's ability to triumph over the toughest odds, and the contagious spirit that
exists in every South African.

Media have the biggest influence on what people think and say because the media sets
the agenda for a country and the world. The world has largely seen South Africa, and
Africa, as a caricatured cliché, because for the most part the media haven't had direct
experience of the diversity of this continent, nor have they enjoyed South Africa at its
very best.

The global media got the opportunity to do so during the 2010 Soccer World Cup and the
effect on Brand South Africa has been overwhelming. There is a galleon of hugely
influential brand converts out there, but now comes the challenge. Sustaining the
positive perception of this country and continually buoying Brand South Africa.

This can only be achieved if the South African government steps up to the plate with the
help of the private sector and keeps on delivering with the same commitment, vigour and
at the same pace that it produced for the World Cup.