Where are the world cup billboards?

This morning I was watching Jerome Valcke, FIFA General Secretary, being interviewed in by a CNN correspondent in South Africa regarding the state of preparations for the event. Although not wanting to sound critical he was very concerned about the lack of 2010 World Cup billboards at the airport for instance – the correspondent made the same observation having flown into Johannesburg very recently as well.

The elections are over so we have to get our eye back on the ball. The World Cup is a much more powerful brand than the IPL T20 currently underway and the British Lions Rugby Tour which is coming soon. The FIFA Confederations Cup and 2010 World Cup promotional material has to be seen and heard above the rest of the clutter of other promotions. Yes, we are seeing the occasional FIFA Confederations Cup promotional trailer on DSTV featuring the Brazilian superstar Kaka saying he will be at the Confederations Cup in South Africa but the Bollywood inspired promotions for the IPL Cricket tournament for example are swamping this. All we are hearing are messages selling the Rajasthan Royals and the likes of the Kolkata Knight Riders. This simply won’t do.

Valcke also expressed concerns that Confederations Cup and World Cup promotions are not dominating our cities. People in South Africa are excitedly talking about these two soccer tournaments – which is fabulous – but the Local Organising Committee (LOC) has to do more. Jacob Zuma and the national government have to do more. The Provincial and Local governments have to do more. Businesses have to do more.

Visitors to the country have to feel the vibe of these two soccer showpieces the minute they land at the airport or arrive at any of the country’s border posts. Every port of entry should have big impact billboards proudly announcing South Africa as the proud host of these magnificent showpieces. If they turn on the radio they must hear the World Cup promotions. The same applies if they turn on the TV. There must be World Cup activations everywhere.

Other concerns the FIFA Secretary general had where the slow rate of ticket uptake by the locals. This is obviously due to our uniquely South African culture of always buying tickets on matchday. Again, LOC has to educate the people about the FIFA way. The FIFA executive did express satisfaction on the uptake of tickets overseas, particularly by Americans and Brits. Another area of concern is the weak demand for corporate hospitality packages, which run into the millions cost-wise. This is obviously due to the global crunch where the major banks and insurance companies that normally buy these packages are feeling the pinch, but these issues are for a separate discussion. For now the issue of the low intensity of promotions must be addressed a.s.a.p.