Destination branding is a set of marketing activities that support the creation of a name, symbol, logo, word mark or other graphic that readily identifies and differentiates a destination”(Steven Pike, 2009).
In recent months, Africa has been in the spot light and still is for the right reasons in terms of sporting events held in major African cities. FIFA’s third biggest tournament (under-17 tournament) kicks off this weekend in Abuja, Nigeria just after another FIFA tournament ended in Egypt last week and in less than a year the biggest football tournament in the world, the World Cup will be held for the first time on African soil (South Africa).
A destination brand is described as a power tool used to create an emotional appeal to the targeted consumers and brand image is crucial to the marketing success of a tourism destination (Marzano & Scott, 2009).The hosting of mega-events like the World Cup is a valuable opportunity for South Africa and Africa as whole to broadcast their identity and core values that they have as a continent. It is a once in lifetime chance that may never come again.
One vital issue in branding a destination is to deliver core values that are deemed valid, distinctive, appealing, durable and communicable. These core values can be used to distinguish South Africa from other previous countries who had hosted the World cup before (Gertner & Kotler, 2004). The Local Organising Committee (LOC) has chosen Ke Nako, to celebrate Africa’s Humanity as the theme of the tournament. Ke Nako means it’s time for people all over the world to change the negative perceptions about Africa and also to position South Africa positively as the theatre and Africa as the stage where people are passionate about football. The branding of Africa as having a humanity side should be able to convey both the intentions of the local organizing committee and the experiences that the spectators and tourists will feel when they visit the country.
The publicity attached to the sporting events is too enormous for it to be ignored. South Africa has started realizing some benefits associated in hosting the World cup. During the hosting of the confederation cup in June in preparation for the next year World cup over six hundred thousand fans attended the two weeks tournament were beautiful football skills were on display.
A mega event like the World Cup has characteristics of longevity, sustained attention and unforgettable experiences which can help promote South Africa as one leading destination on the continent. With exposure to billions of television viewers, 2010 provides an unparallel opportunity to enhance the brand awareness of South Africa as premier tourist destination and even generate years of follow-on tourists and deliver South Africa with future tourism growth.
However, destination branding is a long-term process in which the branding goals cannot be effectively achieved through a single event, even if that event itself is high-profile and can generate world attention and global influence. South Africa have to continue to promote the brand awareness of the country if it wants to sustain the interest generated by the World Cup and tourism arrivals and even go beyond the expected the arrivals. Branding should be able to change the negative perceptions that people have about destinations and also included in the long-term economic and social development plan of the country.
References
Pike Steven (2009). Destination brand positions of a competitive set of near-home destinations. Retrieved October 23, 2009 from http://www.sciencedirect.com.proxy1.dom1.nhtv.nl/
Oluwashina Okeleji. (2009, October 20). Yar’Adua backs U17 World Cup. Retrieved October 24, 2009 from the BBC website: http://news.bbc.co.uk/sport2/hi/football/africa/8316909.stm
Lotter Karen. (2007, November 27). Official Slogan and Poster Revealed in Durban, South Africa. Retrieved October 23, 2009 from suite 101.com website: http://2010-fifa-world-cup.suite101.com/article.cfm/fifa_2010_world_cup_draw#ixzz0UqdURmPz
World Sport Destination Expo. (2009, September 21). Sports Tourism Spearheads South Africa’s Tourism Recovery. Retrieved October 15, 2009 from World Sport Destination Expo Web site: http://www.worldsportdestinationexpo.com
Zhang Li et al (2009). City branding and the Olympic effect: A case study of Beijing. Retrieved October 22, 2009 form: http://www.sciencedirect.com.proxy1.dom1.nhtv.nl/
Hi Ada,
I agree with you that destination branding is a long-term process. However, I do believe that this single event will have a huge impact on Africa. This event can help Africa to achieve the branding goals as long as it is planned. Africa needs to take advantage of this opportunity and to make the best of it. Isn’t it an idea to involve other countries (Western) as well to plan this project?
Clyrette
Hi Clyrette
I want to find out what you mean by other countries (Western)? If you are talking about the western countries then I will definitely kick against their involvement. Some people in the western world feel that we Africans cannot host the world cup successfully. Their sentiments were fully expressed when workers working on the various stadia went on strike delaying the deadline of the stadia been finished by calling for a new destination for the event. But the FIFA president, Sepp Blatter express his fully confident in Africa’s ability to host the world cup and successfully too. The hosting of the confederation cup in June fully attests to the ability of the South Africa to host this mega event.
I will rather advocate that other countries in Africa join hands with South Africa to plan and host the event because the success of the world cup will have trickling down effects for the whole of Africa.
The world cup in South Africa will be definitely different from others with an “African touch”. I hope you will be there.
hello,ADA
you always write sth. related to your motherland, actually you did well.
I think it’s hard to measure the relationship between events and destination’s development, but the events do have an important impact on the host destination, it can bring much/less tourists after the events. Sometimes, we can achieve the long-term goal via this short-term event, it all depends on the plan and stakeholders.
hello,
Thanks Sun. Yes, am more familarised with the Africa Continent because I have lived in one of the countries all my life. I agreed with you that it depends on the stakeholders and the plans that they have to use this mega event to market the destination after the mega event have been long gone. It will be good if any destination could build upon the good publicity that they earned during the hosting of any mega events in the long term to brand the destination. I want to ask is China doing this after the hosting of the Beijing Olympics.
Dear Ada,
nice contribution to the blog entry. I have a personal affinity with South-Africa because of my internship and travels there, so I couldn’t resist commenting on your topic. The world cup cán be a positive contribution for the development of South Africa, in my opinion it can cross many cultural bridges that excist nowadays. South Africa finally has the chance to show their identity to the world and let it sparkle. This on the condition of well prepared accomodation and infrastructure. I was in the Cape Town stadium in 2008, there was still a lot to be done, I wonder how far they are in preparations for hosting this mega event, do you know? Even if this event creates a positive image globally(which it definitely will) I sure hope that South Africa doesn’t loose it’s charm and that their culture/environment will be maintained, because it’s too beautiful to harm. Therefore, preparation for the long run is crucial.
Best regards,
Laura van Meer
Hi Laura
Thanks for your comment. In relation to the readiness of South Africa to host the world cup next year I can definitely tell you they are ready to host it. In terms of the readiness of the stadia, you can check this website for confirmation http://www.engineeringnews.co.za/article/inspection-tour-of-2010-stadiums-a-success-2009-11-06.
The world cup will be the best opportunity for Africa to show the whole world that we can host mega events too and may be in the near future, an African country will host the Olympics. I have strong convictions that this time the world cup will be the best ever.
Dear Ada,
Dear Ada,
Branding process as you mention is a long-term process, therefore the South Africa government through its International Marketing Council has established tools and mechanisms to input the marketing strategies. In addition to your analisis, I read today that United Nations declared Nelson Mandela’s birthday (July 18th) as an international day, due to the efforts of the president for solving conflicts. This fact encourages substantially South Africa’s branding, and emphasizes that the winds of change are arriving. Not only because of the FIFA World Cup, if not because the government do believe in change.
Hello Ana,
Thanks for the comments. I think Nelson Mandela is an extraordinary person which South Africa can effectively capture his international icon status to help brand the country in a positive light as a day instituted to honor him and what he stands for.
Ada,
Last Olympics in Beijing boosted Chinese people confidence in their country. Such a contribution of good destination branding can not be underestimated. Citizens of a country (even a continent in this case) get more confident and believe in the possibilities of good destination branding process of their country. Further a mega event like the World Cup appeals to many sectors of the community and levers business opportunities in export and also enhances the tourism industry.
I am wondering about what do you think about the consistency between the choice of destination and a mega event? For instance although the American continent is football oriented the USA is not a football country. Accordingly the World Cup in USA did not brought enough benefit than expected. What is your opinion about the South Africa? Is there any gap between the consistency of events place and the event itself?
take care,
Hello,
Thanks for your comments; they are much appreciated. I think some benefits were gained from the hosting of the world cup in the USA. Initially the telecasting of football matches between clubs was nonexistent but aftermath of the World Cup, now watching English premier league matches on television is now one of the past times of Americans. It has made some football personalities like David Beckham popular in the USA and he is even playing there. I think South Africa is a nice place even though I haven’t been there before but I do understand they do have an image problem concerning incidence of crimes and the xenophobic attacks that happen last year. About the gap, am not sure if you asking if South Africa is the best place to host the world Cup but I think there are other countries who are more passionate about football than South Africa who have cricket and rugby as the most popular sports. FIFA in choosing the destination for the world cup was taking into consideration the ability to host it and provide facilities too. With consistency with the choice of events place and the event itself, sometimes there is. Taking for instance, the hosting of the under 20 World Cup in Egypt this year was a good choice I think but hosting a rugby World Cup in that country won’t work out that very well.
Happy new year
Hey Ada,
I am glad that you highlight the World Cup as an opportunity to improve the countries’ revenue, economic development etc. and that you are talking about the proces of short-term event vs. long-term development. In my opinion, the World Cup should definitely not be used/seen as an opportunity to promote/brand South-Africa.
For centuries South-Africa has always had a certain image around the world. When talking about Africa, I can bet that a lot of people would name the countries’ name. That means that it already has a certain awareness in the world. On the other side, the current image has been damaged by historical facts and developments that came from this history.
If South-Africa really wants to create a new image and positive awareness, it should start a tourism campaign that stands apart from the World Cup. The tourism campaign should focus on a long term image/strategy while the World Cup just needs to be promoted as an extra source of income and positive awareness for the country.
As some others said, the events’ positive impacts are just for a short time. In many cases, events didn’t pay extra attention to a country afterwards. Think of China’s Olympics for example. On the other hand I do agree that for economic development and other economic sectors the event is a very positive starting point for future development, but that doesn’t include the tourism sector in my opinion. The way I see it, is that the event is a collaboration with the tourism industry…….the mission is the same, but they have a different vision.
So, in my opinion the world cup should be a first step to create (new) awareness, but STAND ALONE tourism promotion/branding should finally attract long-term tourism visitors.
Hi, Ada -
Thank you very much for your article first.
Destination branding is long term process. And that is involved a lot of things to do. Beijing hosted the 2008 Olympic Game. I have to admit that NOT everyone is favorite abut the Game hosted in Beijing because of it was becoming so costly construction process including new facilities construction, old facilities renovation and expensive open and close ceremony definitively.
However, out of the Game itself, city changes a lot ranging from hospitality of local citizens, improved infrastructure left for pubic (for example, Beijing Metro), and a cluster of new sites in Beijing that became a list of places to visit.
In my opinion, the things we need to do are how to attract people’s attention to the destination and make them want to visit. A new contract agreed just between Shanghai Government and Disney is build up a new Disney park in Shanghai. I believe that will be a very attractive tourism destination upon its completion.
We take one step further, local government plays a key role to generate tourism increase.
Thanks again and Best Regards,
Hi Bo
Thanks very much for the comments. I am happy that the facilities that were built for the Olympic Games are being put to use after the event and what is left right now is to have a good branding strategies to attract the tourists to come and visit Beijing.
Happy new year