The 2010 FIFA World Cup local organising committee has been at pains to tell us for years that this event is not just about a few weeks of football, nor is it about just South Africa. It is something that will start picking up momentum from the very first day of next year and will be a pan-African event that will have marketing repercussions for the continent for the next 10 - 15 years.
So, any company wanting to get on the bandwagon without falling foul of ambush marketing rules should think beyond "World Cup" and start thinking about "Celebrating Africa."
The marketing opportunities are limitless, particularly in terms of sponsorship. A prime example is the Korean cellphone company that wasn't an official sponsor during the world cup there but which created a "Celebrating Korea" fan club, with the result that long before and long after the world cup, millions of Koreans were seen gathering at fan parks, walking the streets and at every other conceivable function all wearing distinctive T-Shirts that not only celebrated Korea but proudly bore the logo of the cellphone company.
Here in South Africa, one wide awake company, Human Element Inc, has certainly found a great platform to kick off a similar sort of Brand Club of Africa's cheer leaders.
Celebrating Africa, say the organisers, is about sustaining the palpable camaraderie, excitement, and a sense of common purpose beyond 2010 and certainly beyond football. Celebrating Africa”has the festival strap line, “A Continent's Greatness Exposed”. It all happens in March next year, appropriately ushering in 2010 as Africa's year.
According to the organisers, Celebrating Africa (www.celebratingafrica.co.za) is an "interactive cultural and business extravaganza that incorporates a celebration of African heritage and culture, conversations highlighting the Good News about Africa and a series of intellectually stimulating education forums."
The organisers of the festival are hell bent on presenting a different face of Africa, one that highlights the success and ingenuity of this great continent and thereby contributing, they say, to reshaping the world's perception about Africa. The genius behind this event is the sustainability and continuity of the communication with its audience. The event will be kept top of mind via a radio show and online.
I can just picture all sorts of things, from t-shirts to banners, flags and so on, with "Celebrating Africa" splashed all over them from March right through to the world cup, and beyond. With a well thought-out developmental agenda, Celebrating Africa also qualifies as a serious corporate social investment opportunity for companies looking for added value CSI brownie points.
It's a brilliant idea, I must say. And the timing is perfect.
