“The Festival of Africa” at Nelson Mandela Square

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					“THE FESTIVAL OF AFRICA”

        Incorporating The
  Southern Africa Tourism Village




 PRESENTATION TO THE RETOSA MEMBERS
MEGA EVENTS SUMMIT 23RD FEBRUARY 2010
        AN AFRICAN WORLD CUP

      The germination of an idea …..



“We believe this
 is an opportunity
 for Africans to
 show what they
 can do to the
 rest of the world”
UNPRECEDENTED MARKETING OPPORTUNITY


    Biggest event ever to
     come to Africa

    Up to 500 000 visitors
     from around the world

    2.2 billion TV audience
     for 4 weeks

    Gauteng will host 21 out
     of the 64 games



                But it’s more than just football…
WHAT CAN RETOSA MEMBER STATES DO?



                      An event that will
                       capture the world’s
                       imagination

                      Something never
                       before attempted

                      A signature event
                       to make Africa
                       proud
THE FESTIVAL OF AFRICA – THE CONCEPT




       Africa in all its spleandour

       Showcasing the region & continent’s tourism, cultural
        and business opportunities

       A venue for hosting VIPs in the diplomatic, business,
        government, tourism, arts and media sectors
THE FESTIVAL OF AFRICA – THE CONCEPT

   Taking a little bit of Africa to Joburg... the people, the style,
    the music, the dance, the food, the history, the enterprise

   Africa’s chance to change perceptions
VENUE – MELROSE ARCH
VENUE – MELROSE ARCH
                        ADVANTAGES
   Joburg’s foremost multi-use
    development
   It has a stake in the Festival’s success
   Good location
   Up-market venue for retail, wining and
    dining, residential, office
      ADVANTAGES




   Variety of usable outdoor spaces
   Media centre
   Office space for doing business
SITE PLAN

            Piazza



               Arcades

            Hotel



            Hospitality   area

            Square
ELEMENTS
         Exhibition

         Investment showcase

         Cultural programme
              Music
              Dance
              Spoken word
              Street performers
              Fashion
              Food tastings

         Carnival

         Craft gallery

         Wining & dining

         Shopping

         Hospitality

         Media centre
AFRICAN STYLE
THE PLACE TO MEET
THE PLACE TO MEET
A WORLD CLASS SPACE…
…AFRICANISED…
…IN A MODERN GUISE
MARKETING AND COMMUNICATIONS

   Parallel event to the World
    Cup – few FIFA restrictions

   THE destination for media and
    tourists who want to sample
    all Africa has to offer in a
    secure, world class venue

   Extensive marketing and
    communications campaign
      TV
      Radio
      Print
      Digital


   The attention of the world on
    Africa for 4 weeks
    MAIN TARGET PARTICIPANTS




   Governments of SADC countries, AU

   Major corporations
    MAIN TARGET PARTICIPANTS


   Multiple stakeholders


        Trade & Investment
        International relations
        Tourism
        Culture
        Sports
                      VALUE PROPOSITION

                                          Office space
   Provides countries with               Launch and closing events
    a once in a lifetime                  Branding
    marketing opportunity                 VIP & international hosting
                                          Trade missions
   Benefits packages                     Cultural engagements

       Exhibition space
       Hospitality area
       Media exposure

            Access to media
             centre
            Home to the world’s
             media networks
            Interview opportunities
            “The Place to be Seen”
         FUNDING STRATEGY

    Base budget
        $800 000

 Tiered sponsorships

      Naming rights

      “Ownership” of defined areas of the Festival

          Craft market
          Entertainment
          Hospitality

   For comparison – a 30 second Superbowl
    TV commercial costs US$ 1,5 m !
         FUNDING STRATEGY


     Country packages
       $30 000 - $100 000


             Exhibition space, branding
                $800 - $2 500 per day



             Hospitality @ $35 pp pd



   For comparison – a 30 second Superbowl
    TV commercial costs US$ 1,5 m !
WHAT DO WE NEED FROM RETOSA MEMBERS?




       Participation as exhibitors

            Setting up and manning exhibition stand & hospitality village
            Ministerial level delegations
            Performing artists
            Crafters
            Video footage
            Tour operators
            Trade delegations

       Invitation to other African countries & the 32 World Cup teams
                    TIMELINE



   Concept finalisation           Mid February
   Budget breakdown
     & funding timeline            End February
   Mega Events Summit             23-26 February
   Full project plan & packages   End February
   Exhibitor briefings / sales    February – March
   Festival opens                 Friday 11th June
   Festival closes                Sunday 11th July
CONTACT DETAILS




       011 315 2420
    retosa@iafrica.com




     Toby Chance
      011 646 5630
      083 251 5613
 toby@adelelucas.co.za

				
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