Cape Town Tourism makes some noise as the one year countdown to the 2010 FIFA World Cup begins

Location: Cape Town

On Thursday, 11 June 2009, the FIFA World Cup will be exactly one year away. Cape Town Tourism is all set to get the ball rolling with a fun day of activities, including a symbolic football kick-off on Table Mountain at noon.

Cape Town Tourism CEO, Mariette du-Toit Helmbold is calling on all Capetonians to support and celebrate the World Cup by marking the one year to go marker; “The 2010 FIFA World Cup is an important catalyst for economic growth, but also for marketing our country and building civic pride.  At Cape Town Tourism, we are focusing on in-destination activations to ensure that visitors to the World Cup have unforgettable experiences and leave our country as brand ambassadors, inspiring others to visit.  Ensuring buy-in from local citizens is the key to an unforgettable event. It is with this in mind that we are launching an interactive citizen activation programme, making ordinary Capetonians the focus point of our World Cup count-down campaign. The country will attract many visitors from markets that would otherwise not have visited South Africa and this is an opportunity to expand our foreign and African markets by inspiring citizens to live and love Cape Town and showcasing a city like no other in the world.  At the same time, the investment in tourism infrastructure, training and technology will create a solid foundation for sustainable development beyond 2010.”

A City Sightseeing bus will take a party of soccer celebrities, fans and guests on a city tour (map on between 10h30 and 11h30 en route to Table Mountain for the noon kick-off. Capetonians in the City centre can join the celebrations by cheering on the bus, but every Capetonian, wherever they are, will have the chance to Live It, Love It, Louder! by making some noise at noon on 11 June. Vuvuzela’s, car hooters, shouts, whistles, pots and pans – its all about raising the roof, having fun and getting ready to welcome the world to Cape Town. After the kick-off, local band CODA will play their new song Blow Your Vuvuzela for the first time, on Table Mountain.

Cape Town Tourism has commissioned award-winning Cape Town design agency Coley Porter Bell to create a billboard campaign to support the Live It, Love It, Louder campaign and get Cape Town ready to host the big event. Prime outdoor sites include Cape Town International Airport, highways leading into Cape Town and the CBD.

Another focal point of Cape Town Tourism’s 2010 FIFA World Cup Campaign is their mini-site The site will also be launched on 11 June 2009. It serves as a portal for 2010 specific information on accommodation, transport, tours, eating out and much more. The mini-site can also be accessed from the Cape Town Tourism home page
Executive Director for Economic, Social Development and Tourism, Mansoor Mohamed, observes that the, “FIFA 2010 World Cup is the single most important event in South Africa’s recent history. If managed properly, the economic and tourism legacy benefits will be felt for a very long time into the future. Cape Town is ready to welcome the world to the 2010 FIFA World Cup.”

To become a fan on Facebook, please click on the Facebook icon on To follow this and other campaigns on Twitter go to For more information about Cape Town Tourism’s celebrations on 11 June 2009, please visit or call 021 487 6800. 


Released for Cape Town Tourism by
Rabbit in a Hat Communications
+27 21 447 3198
+27 83 4140552

For interviews or more information about Cape Town Tourism contact:
Mariëtte du-Toit Helmbold (CEO)
+ 27 21 487 6800
+27 83 225 5955

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