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| International sporting events - an ideal image campaign opportunity |
| Making the Most of Hosting the Football World Cup |
Every four years, just one football team gets the chance to shine on the world stage as the captain lifts the iconic gold trophy, but this isn't the only country that comes out of the World Cup tournament a winner. The host nation also has a prime opportunity to show the rest of the world how great it is, and for the 2006 World Cup, Germany is the country under the stadium spotlights.
Amid the flag waving and chanting of the crowds, there can be huge benefits to hosting an international sporting event on this scale, in terms of the country's image and tourism industry. And as corporate sponsors know so well, investing heavily in communications campaigns connected with such a prestigious event can lead to tangible effects on the bottom line: in other words, the host nation's economy.
 | And as corporate sponsors know so well, investing heavily in communications campaigns connected with such a prestigious event can lead to tangible effects on the bottom line: in other words, the host nation's economy. |  |
With one million foreign tourists and two million Germans expected at the matches, the World Cup could generate 4 billion euro in additional consumer spending in 2006, increase Germany's GDP by around 0.3%, and generate more than 30,000 jobs: a much-needed tonic for a stagnant economy.
As well as raising everyone's spirits and getting cash flowing into the treasury, in the long term it is hoped the boost to Germany's image will lead to more international companies investing in the area, and also that hosting the World Cup will have an even more profound impact: it is the first major event in Germany since reunification, and this common positive experience may well lead to even better understanding and solidarity between the West and East of the country.
The other benefits of hosting a big sporting event include the infrastructure and revamped stadia, which the host nation can make the most of through use for cultural as well as sporting activities. Germany is investing around 6 billion euro to build or refurbish 12 stadiums in Berlin, Munich and other cities, as well as improving roads and train stations.
One of the keys to making the most of a tournament such as the World Cup is preparation: it's no good trying to capitalise on the huge influx of visitors when the cleaners are sweeping the stadium after the closing ceremony. Being first is everything, as there are so many sponsors and interested parties fighting for share of voice in the run up to and during the tournament.
Germany has been working hard to promote lesser-known areas of the country before the tourists arrive, and many towns are running their own image campaigns promoting the fact that a national team will be based at a hotel in the area, for instance. Not everyone will be able to get tickets for the football matches, but they will still be thinking about Germany as a tourist destination.
As well as positive campaigns, there may be an element of crisis planning required: in advance of the Olympics in Athens, for instance, all the media were interested in was whether the stadia and infrastructure would be ready. There are also fears of terrorist attacks and hooliganism to contend with.
Sports economics expert Tom Cannon argues that the World Cup will always be "owned" more by governing body FIFA than the country providing the venues, in the same way that the Olympics are owned by the International Olympic Committee as much as the host nation. Nevertheless, in the run up to the 2006 World Cup there has been no doubt that Germany is the nation putting on the big show this summer.
| Around 15,000 international journalists are expected to visit the World Championship this year and the eyes of the world are already on the country in question. | |
International sporting events are an ideal opportunity to run an image campaign to shift possibly negative perceptions (among Germans themselves as well as external audiences). Around 15,000 international journalists are expected to visit the World Championship this year and the eyes of the world are already on the country in question.
Coinciding with the World Cup, Germany's biggest feel good campaign this year is called "Du bist Deutschland", or "You are Germany", which has cost 35 million euro. This is supported by 25 media companies who agreed to provide free advertising space on television and in newspapers in an effort to revive the spirits of the German people in tough economic conditions.
Advertisements featuring more than 30 celebrities and legends such as Albert Einstein carry the message that Germany is a great country worth contributing to, and anyone can accomplish something if they have self-confidence.
The team at Weber Shandwick in Germany has been heavily involved with one of the key World Cup-related image campaigns aimed at promoting Germany and showing it in the best possible light to internal and external audiences. The "Deutschland - Land der Ideen" campaign ("Germany – Land of Ideas") aims to give a positive image of Germany as host country, highlighting its strengths as a location for business, culture and sports.
As part of the campaign, Weber Shandwick produces a newsletter with a circulation of 4,000, aimed at key national media, opinion leaders from the political arena, national ambassadors and associations.
Germans are enthusiastic about hosting the event, and hundreds of thousands of people lined the streets at every host city during the FIFA World Cup Tour to see the golden cup itself during April this year. But it's critical that local communities in Germany embrace the tournament, and national initiatives filter down to this level. Consumer spending can only be maximised if businesses, retailers and hoteliers are encouraged to welcome the influx of visitors rather than lock up and go on holiday, and are reminded that they have an opportunity to influence how people think about their home country.
As well as public relations and advertising campaigns on behalf of the country as a whole and the regions and cities playing host to World Cup games, Germany is preparing for the tournament with a number of wider initiatives that will also contribute to a positive image and experience for visitors from around the world. These include allowing shops and restaurants to open longer; sending bus drivers on courses to learn English and Spanish; making announcements on buses and trains in different languages and special offers on train tickets during the championship.
Beyond these proactive moves, there is the more puzzling, intangible element of how the host nation embraces and captures the moment of the tournament. For instance, at both the Sydney 2000 Olympics and the Euro 96 football championship in the UK, there was a definite buzz which meant you didn't have to be an athletics or football fan to get swept up by the event.
It's difficult to put a finger on and difficult to create, but Germany will certainly be looking to build an unforgettable atmosphere for the duration of the tournament that lingers for as long as possible after the event.
As well as the host nation, whoever wins the World Cup will also benefit financially. The 2006 Soccernomics report from ABN-AMRO, which looks at the macro-economic impact of the World Cup, points out that while the soccer tournament's impact isn't so great that it can turn a recession into a boom, winning countries tend to experience an additional 0.7% growth thanks to the feel good factor translating into increased consumer spending.
The report also concludes that an Italy vs Germany final in this World Cup, with an Italian win, will have the greatest positive economic results, but whether or not the German football team makes it to the final, as the host nation, Germany will certainly want to see a positive impact on its own economy.
Making the most of the World Cup depends on preparation, embracing the tournament, and what happens on the pitch. Germany's own football manager Jürgen Klinsmann, for instance, is now more than just a coach responsible for finding the 11 best players and putting them on the field: he's one of the ambassadors responsible for moving the country forward and giving it a new identity.
Some elements can be controlled, many can't, but fantastic, timely communications can contribute to the host nation having the best possible chance of harnessing all the energy around the championship and scoring a winning goal.
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Astrid von Rudloff, CEO, Weber Shandwick in Germany and business journalist,
Maja Pawinska Sims |
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