The campaign links the soccer experience to the broader tourism experience in the destination, and achieves three key goals :

• To facilitate stays throughout the region before, between and after matches.
• To help visitors enjoy a fuller range of experiences by getting out into the region before, between and after matches, and even during matches for those visitors without tickets - at Fan Parks hosted in the Western Cape.
  
• To motivate non-soccer going visitors to enjoy the vibe in our host destination, Cape Town and the Western Cape, during the 2010 FIFA World Cup™.

Each itinerary will be produced on high-quality fold-out maps with detailed information about the associated experiences and events during the 2010 FIFA World Cup™.

Each itinerary has a designated ambassador – an authentic local character who brings the destination to life through engagement with the media, at events, and on the dedicated campaign website: beyondthe90minutes.com.

We also have fan ambassadors – soccer fanatics from across the campaign’s sixteen target markets who have already experienced the special 2010 itineraries and tell the story of their experience in their home language through videos on YouTube, blog entries and in direct engagement with the media.

Consumer competitions and promotions will be run periodically, managed via the website and Facebook, with communications via e-mail and Twitter to alert interested visitors about new events, opportunities, and the latest buzz as the 2010 build-up nears its climax in June.