2010 – Africa’s greatest brand building opportunity
20. Apr, 2009
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With thousands of television cameras and 3 million pairs of eyes focused on Africa, the 2010 FIFA World Cup will offer a unique opportunity to change the image and perception of the continent internationally.
South African President Kgalema Motlanthe highlighted this in his State of the Nation address earlier this year, saying the true legacy of the World Cup “will be in our ability to showcase South African and African hospitality and humanity – to change once and for all perceptions of our country and our continent among the peoples of the world.”
There’s no doubt that the world harbours negative perceptions about the continent, much of it created by decades of one-sided news coverage, comments Pierre van der Hoven, CEO of the innovative destination marketing company Southern Africa Direct. “International viewers rarely see positive images of Africa. The continent has come to be associated with pictures of starving children and civil unrest,” he notes.
During 2010, however, they will be presented with a different view: bustling cities, world class facilities, speeding highways and an affluent people.
“The impact that this will have on people’s perception of Southern Africa and the lasting legacy it will leave will be immense. Widespread media exposure and focus on Southern Africa will enhance the region’s brand as a global tourist destination of choice for decades to come,” says van der Hoven.
Southern Africa Direct is working with tourism organisations, travel operators and other stakeholders to show the international community the best the region has to offer using its multi-platform media network, including a 24/7 TV channel broadcast to over 9 million households in the UK, a website with a video on demand library, digital travel guides and a monthly e-newsletter.
Southern Africa Direct TV, which is streamed globally on the web at www.southernafricadirect.com, broadcasts around the clock, with a mix of lifestyle, culture, travel and commerce programmes that aim to showcase authentic Southern Africa. It includes a weekly programme on the build-up to 2010 and Van der Hoven believes the interest in what is one of the world’s greatest sporting events is about to explode.
“It is now time to spread the South African message as wide as possible across as many media platforms. For the period leading up to 2010 and immediately thereafter the world will be open to hearing about South Africa. We want to make the most of that opportunity to not only tell Africa’s untold stories and show what the continent has to offer, but also to start a conversation with the market using interactive platforms such as the internet and mobile phones.”
Technology is going to play a big part in spreading the South African message ahead of and during 2010. Van der Hoven believes businesses should make the most of the possibilities offered by new media to interact more effectively with their target market during this period.
“For the first time mobile phone technology will probably be at the level where viewers can watch football matches on their handsets, while fans in South Africa will be taking video clips of what they’re seeing and posting it on Facebook and Youtube for their mates to watch,” points out van der Hoven. “Southern Africa Direct aims to not only put South Africa on the TV screens of millions of British football fans in the lead-up to, during and after 2010, but also on their PCs and cellphones and iPods.”
Van der Hoven adds that the impact of 2010 will not end when the last whistle is blown, noting that word of mouth marketing after the event will be one of the most important vehicles for bringing more visitors to Southern Africa once the World Cup is over.
My name is Muzi Mohale a full-time travel blogger, your host at Travelwires.com responsible for all editorial on this blog. I blog about the travel and tourism industry in Africa. Apart from blogging about tourism, I also run 
Undoubtedly the tourist industry and all related must maximise this opportunity. The Indian Premier Cricket league presented the opportunity to pave the way. I am working in Saudi Arabia and the positive feedback from the IPL opening ceremony here has been SO— positive.