PRIMEDIA@HOME proliferates GCIS' Photo Story in townships

Headed up by a specially trained activation team, consisting of three brand ambassadors, the public mobilisation was conducted in Harding (KwaZulu-Natal), Mount Frere and Umtata (Eastern Cape). The promotions were set up in strategic high-impact venues such as city centre taxi ranks; busy city streets; bus stops, for long distance busses coming from the Cape and KZN; and outside municipal buildings.

Together with a state-of-the-art mobile activation trailer, boasting a self-powered sound system, the team patrolled the surrounding avenues and connected with members of the public, commuters and pedestrians who may not previously have been exposed to the Photo Story magazine. They handed out sample publications and explained the purpose of the publication as well as the Government's intention to inform the general public about its expenditure on current projects.

"The taxi ranks were ideal locations for the activations as buses and taxis delivered new commuters every thirty minutes," says Melvin Chagonda, PRIMEDIA@HOME's Chief Executive Officer. "The timing of the campaign was brilliant, targeting commuters in their dwell time at the ranks, while waiting for transport for the long weekend."

The campaign's success was evident in the 15 000 magazines that were distributed, and the introduction of 16 000 people to Photo Story. "We're pleased to have met the objectives of the campaign, distributing the material to people from all walks of life and spreading the GCIS message. Consumers were friendly and the magazine ensured the open flow of communication between our activators and the intended market," Chagonda concludes.