"Roman Abramowitch also gave us an autographed football shirt, signed by the Chelsea first league players as well a personal autograph and that is being auctioned off."
-Charisse Zeifert, Head of Communications, SAJBD
“There was a tremendous response to by International Jewry to our Jewish 2010 soccer campaign,” said Charisse Zeifert, Head of Communications in a report to the SA Jewish Board of Deputies.
“The campaign included extensive and customised marketing in foreign Jewish media, including the Jerusalem Post, the London Chronicle, Totally Jewish and other sites. While the specialised message attracted specific countries (from the Maradona Makaraba to Waltzing Makaraba), the constant message was that Jewish South Africa Welcomes You.”
Charisse’s report continues: In addition to this, we advertised on Football Supporters Federation website, that also saw a spike in our website activities.
Locally, we had a presence on "MyShtetl.co.za" website - which is the site that appears first when Jewish South Africa is "googled". (www.myshtetl.co.za/category/.../talk-jewish-soccer-visitors)
In addition to the marketing campaign, press releases were sent broadly to the international Jewish media and Jewish organisations.
Some examples of responses:
British Board of Deputies:
"Just to let you know, a section of our regular 'Community Briefing' was dedicated to your 'Jewish2010' website. The briefing goes out to all the synagogues and our members as well as all those who have signed up to receive it. It was sent out this morning"
Tribuna Israelita:
"Thanks for the information. We will publish it in our newsletter. With the world cup opening coming so soon, we are sure, this will be of interest for our readers."
Argintinian Jewish News:
"We've uploadead in our websites more info about your actions for the World Cup. In Argentin, news regarding the World Cup and the Jewish community are having great reception. Our readers are truly anxious!! So, don't hesitate in sending me more info...."
In addition to this, Wendy Kahn was interviewed on Israel's TV Channel 2, Yedioth Ahronoth, the Jerusalem Post, and German Jewish and Australian newspapers. Haaretz have also shown a constant interest.
Foreign media also asked for information and anecdotes from the World Cup, and the Board asked the community for their feedback. The response has been phenomenal.
Locally, Simcha (SABC TV) did a feature on South African Jewish involvement, while the Star newspaper also had an article on our project. The Amajuda Makaraba also appeared in various online publications including, the Johannesburg municipality website and others. We also requested that Chabad send the press releases out internationally.
See:
CHABAD AT WORLD CUP
RABBIS TEST WORLD CUP STADIUM TURF
Information and pamphlets were distributed via the Department of International Relations and Cooperation to consulates where expectation of Jewish visitors was high. These include America, Australia, the UK, etc. The Tourism SA website offered to host our website.
Furthermore a schedule of all football matches was sent out in the Jewish Report, and again the response from the community was one of delight.
A man on the corner of Jan Smuts and Empire was seen wearing one (http://www.flickr.com/photos/43066879@N06/4743519108/), and the Makaraba was also seen at various matches. It was sold at Fete David and at Chabad events.
Roman Abramowitch also gave us an autographed football shirt, signed by the Chelsea first league players as well a personal autograph and that is being auctioned off.
“The Jewish Board's World Cup initiative has established South Africa as an outstanding Jewish tourist destination. It has further promoted South African Jewry showing its vibrancy and diversity,: said Ziefert.
“Furthermore, on a practical level, the website proved to be a practical, easy-to-use resource for international travellers. Perhaps the most important achievement was that through the World Cup Jewish 2010 initiative, South Africa was able to be an active involved part of the National World Cup excitement,” Zeifert reported.
