Cross Colours helps Southern Sun target business travellers

The leisure, group and conferencing offering is still in the mix, as well as sports and other hotel services such as food, beverage and gym facilities.

"Business travel can be tedious and not very glamourous, so the campaign needed to communicate a perfect blend of business and pleasure," explained Joanina Pastoll, creative director of Cross Colours.

The campaign drew its inspiration from the fact that there are hundreds of common business terms that we use in our work lives on a daily basis - from thinking "out of the box" to "pooling your resources".

"Some are solid, some are fun, and some are laughable," added Pastoll. "Some we love and some we hate! Those we hate, we refer to as jargon, and those we use keep us on the cutting edge."

A light-hearted approach to business travel

Cross Colours extended this diverse business terminology into the various offerings of the Southern Sun four-star hotels, creating a light-hearted approach to business travel while showcasing the key aspects of why Southern Sun hotels are the business accommodator of choice. Popular brand ambassadors, such as local football star Lucas Radebe, added glamour and personality to the campaign.

The colourful campaign was rolled out across print, radio, outdoor and digital media and directed at the business leisure market. It also included an internal awareness campaign to launch the new messaging and create staff buy-in to the promises of the communication.