possibilityâ
15 August 2006
The 2010 Soccer World Cup will leave behind a legacy of a South Africa and a
continent of Africa that is united and confident âabout whom we are and what we
want to becomeâ.
Opening the first 2010 National Communication Partnership Conference in
Johannesburg today, Tuesday, Dr Essop Pahad, Minister in the Presidency said
the 2010 event will be seen by billions of people across the world. For the
next four years they will âbe looking at our country and our continent with an
intensity that is unlikely to repeat itself for decadesâ.
Communicators should seize the opportunities to displace negative
perceptions about the country âwith a compelling vision and flow of information
that speaks of the reality of progress and united action to deal with potential
problems and challenges,â said Dr Pahad.
The Minister told more than 400 communication experts from both the private
and public sector that the World Cup will not only speed up development
programmes within the country but also be a catalyst for nation building,
regional integration and continental solidarity.
Mr Danny Jordaan, CEO of the Local Organising Committee told delegates the
event will be the most profitable World Cup ever with an estimated budget of
US$4 billion in 2010. It will lift African pride and solidarity and will
âcreate huge opportunities beyond the soccerâ.
It will create huge media interest, serve to boost the local economy,
develop infrastructure and human resources and contribute to regional
cooperation. Africa currently contributes less than five percent of the global
football economy but 2010 can help to create proper infrastructure for the game
and lift it to higher levels across the continent.
The General Manager: Communications of New Partnership for Africaâs
Development (NEPAD), Ms Thaninga Shope-Linney, said the event will contribute
to a positive image of Africa by getting rid of the stereotype view of it being
âa continent of riskâ. It will highlight the commercial opportunities available
in Africa and emphasise the fact that it is continent that is open for
business.
Mr Themba Maseko, CEO of the Government Communication and Information System
(GCIS) said 2010 presents South Africa with important opportunities to brand
the country in the national interest. âThe gap between foreign perceptions
about South Africa and the real strengths of the country is narrowing - but it
is still too wide. 2010 must be used as an opportunity to close this gap
further.â
âWe now all have to unite around the message that Africaâs time has come -
South Africa is ready,â to host the worldâs premier sporting event, Mr Maseko
said.
Spanish marketing guru, Mr Raul Peralba, said 2010 is a âreal opportunity
for South Africaâ to brand itself in the international arena. âHosting the
event is an enormous help but it is important to remember that this is long
term task that goes beyond 2010.
âSouth Africa must find a differentiating idea and have a clear plan with
specific objectives and milestones,â Mr Peralba said.
Mr Mike de Vries, Managing Director of Germanyâs Branding campaign described
the conference as âthe right step in the right direction. What I have learned
in my two days in South Africa is that you are doing it right. I am convinced
you will have a brilliant and fantastic World Cup.â
âAlive with possibility should be the overarching brand for South Africa as
it approaches 2010,â said Ms Yvonne Johnston, CEO of the International
Marketing Council. The challenge is: âWhat is the individual doing to make this
a reality?â
Dr Essop Pahad told delegates that South Africa will host âan unforgettable
World Cupâ. We will show the world âthat South Africa is a country alive with
possibility and Africa a continent of great opportunitiesâ.
Copies of speakersâ presentations can be accessed from http://www.imc.org.za/.
Enquiries:
Tyrone Seale
General Manager â Communications
Tel: (012) 366 1900
Cell: 083 575 7440
Issued by: International Marketing Council of South Africa
15 August 2006
