RamsayMedia launches new title, NGO ads

Stands alone

Formerly produced by the Compleat Golfer team and edited by John Botha, who remains editor going forward, GCM will be a fully-fledged multiplatform business brand, with a website, events, monthly webletters and promotional mailers as part of its offering. The magazine targets golf club captains, managers and directors, course superintendents, estate developers, golf professionals and related suppliers.

Plans for the brand will see it extend its reach through an increased print order, digital editions, a dedicated website, a range of electronic communications and more, benefiting advertisers and golf clubs, as these platforms and their audiences increase.

"Our strategic intent is to grow its influence and make it the preferred source of all content business around running and managing a golfing establishment," commented the B2B division's publisher, Bradley Kantor.

The magazine's September 2011 issue, the first from the B2B team, will reflect an expanded editorial package, featuring golf club, course and retail management; people and a new section focusing on food and beverage management. The publication will also have a fresh design.

Electronic newsletters and mailers will follow in October, with a website and several events launched from January 2012.

wines with heart

The image is jarring – a wine bottle sealed with a baby’s teat – but the message is unmistakeable: Foetal Alcohol Syndrome damages babies.

click to enlarge

Two hard-hitting ads were created pro bono by ninety9cents for wines with heart, an NGO that invests some of the profit from its wine sales to combat Foetal Alcohol Syndrome, and which was one of the beneficiaries of the 2010 Ramsay Racer agency competition. Regional winners were asked to nominate a charity to benefit from ad space worth R750 000 across the publisher's brands and platforms.

The print ad will appear in three issues of Wine and Compleat Golfer and Hotel & Restaurant. The print ad will appear in three issues each of Wine (July, August and September) and Hotel & Restaurant (August, October and December), and one issue of Compleat Golfer. (Wine's last issue will be September 2011).

"When we were invited to assist, we jumped at the chance," said Andrew Brand, the agency's MD. "Their unique approach to raising much-needed revenue to aid and educate underprivileged winelands communities really resonated with us and the team involved enjoyed working on the print and digital campaign."

Johan van Dyk, executive manager of the NGO, is thrilled. "It has been a pleasure working with RamsayMedia. When we needed help with our creative, they jumped and helped us to facilitate the services of Andrew and his team at ninety9cents and we were amazed at the end product."

Updated at 1.10pm on 21 July 2011.
Corrected at 1.50pm on 21 July 2011, after checking with publisher.