The three-year contract to produce Metrorail's newspaper, MyLine, including the weekly newspaper and a strong social media component has been won by Mikateko Media.
Editorial director Ingrid Jones says the scope of work includes a complete overhaul of the paper, which is a crucial way to interact with commuters, as well as an upgrade of distribution methods. "We know that social media has changed the way brands such as public transport services communicate. Our revamp of the publication and communication efforts will reflect that. It will facilitate the changes in how people consume content and provide a space where languages and cultures meet and mix daily."
Part of this effort includes the creation of an avatar, Sipho, who will provide an interface between Metrorail and commuters as well as other stakeholders through channels like Facebook, MXit and Twitter. The paper's name will change from Blitz to MyLine.
"The print offering will be transformed from being the voice of the company to a newspaper with a magazine's look and feel. It will allow commuters to share their experiences and for us to engage seamlessly with their lives. It's a tremendously exciting opportunity."
The agency's other contracts include work for Transnet such as the flagship One magazine as well as an array of other print and digital products. It also produces Juice magazine for Mango Airlines and Strategic Marketing for the Institute of Marketing Management.
Ishmet Davidson, head of Media24's Local Newspaper division says, "We're delighted that the agency has been awarded the publishing contract. This is a great opportunity for the team to showcase their publishing skills and talent." The agency is the majority black female-owned BEE partner of New Media Publishing, in which Media24 holds a 60% stake.
Mthuthuzeli Swartz, regional manager of Metrorail Western Cape says, "The contract confirms our commitment to include women in rail business. We're excited about this powerful communication tool, designed to promote mutual understanding between Metrorail and the many thousands of people who use our services every day."
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