The City of Tshwane is the first of South Africa’s 2010 FIFA World Cup host cities to launch an international television advertising campaign welcoming tourists.
Tshwane has worked with Southern Africa Direct to create a documentary informing tourists about the city’s key attractions and assuring them about the quality of the transport, health and safety infrastructure.
The documentary premiered on Southern Africa Direct, a Destination TV channel that broadcasts to over 9 million Sky subscribers in the UK on Sky channel 270, as well as globally on the web. The campaign will be supported with online video and interactive maps helping tourists explore South Africa’s capital.
Entitled “Tshwane – City of Champions”, the TV programme positions Tshwane as a city of sporting excellence.
“The City of Tshwane is known as the City of Champions because indeed we are a city which believes in competitive sports, as well as in excelling in whatever we do,” said Tshwane Executive Mayor Dr Gwen Ramokgopa. She pointed out that the local football team, Supersport United are the reigning champions of the South African premiership league, while the local rugby team, the Blue Bulls, recently won the Super 14, the final of which was played at Tshwane’s world renowned Loftus Versfeld Stadium.
The timing of the campaign is perfect, coinciding with Tshwane having recently played host to three recent Confederation Cup matches, as well as having been home to the visiting Italian football team.
The programme showcases the city’s iconic buildings, rich architecture and parks, as well as giving tourists ideas on where to stay, eat, shop and be entertained in and around the Tshwane metropolitan area.
Acting Executive Director: Tourism Division, Mvenselwa Jacob Mahlangu, points out that Tshwane is a very central location for football fans to base themselves.
“You can easily move to about five match venues around Tswhane – Nelspruit is a comfortable three-hour drive, Polokwane is two and a half hours away, Rustenburg one and a half hours, and you can reach two stadia in Johannesburg while still staying in the City of Tshwane,” he said.
“Tshwane is showing great foresight by positioning themselves as the hub from which to experience the 2010 World Cup and making sure that the city benefits fully from tourist dollars,” said Pierre van der Hoven, CEO of Southern Africa Direct. “There is no better way to showcase a destination than through video and by combining quality content with a multi-platform advertising campaign across television and the internet. Tshwane will ensure that the name of the city is on the lips of visitors before they arrive.”
Tshwane City Manager Kiba Kekana said they want to tell visitors about the additional tourism infrastructure they are putting in place, such as the tourism information centres and the hop-on-hop-off bus.
“We have put extraordinary measures in place to ensure that tourists have the best experience of this capital city of excellence,” said Kekana. Tshwane would also like to assure visitors that the city is safe, clean and friendly.
Tshwane’s CEO for 2010 Godfrey Nkwane said: “The FIFA World Cup is the single biggest sporting event in the world and we are expecting a lot of people to come to the city. There has been hesitation all over the world about Africa and South Africa’s ability to organise an event of this magnitude but evidently as a city we are ready to host the world.”
Ramokgopa adds: “The locals are looking forward to welcoming the world. It is important to know that the people of Tshwane, the people of South Africa and the people of Africa are looking forward to hosting a spectacular and memorable World Cup.”
The programme premiered in the UK on Southern Africa Direct on Tuesday 30 June at 19h20 and will be repeated on 13 July at 19h00.