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The highly visual element of the campaign has a sleek, alluring tone which is designed to take the brand from being 'old-fashioned' and 'uncomfortable' to the realm of high-end glamour and international catwalk couture.
"The campaign will welcome both local and international visitors to the city and introduce them to this versatile and unique product during their stay in the Eastern Cape," explains Jackie Gant, marketing manager at Mohair SA. "It will also educate the local community, who are unaware of this prize commodity from their region and give them a sense of pride and passion for the product."
The campaign will make extensive use of outdoor advertising.
The print element of the campaign will consist of full colour adverts.
The 'Don't Leave Without It!' campaign will be driven by extensive use of social media (Twitter, in particular), and a comprehensive communications plan. The landing page of the newly revamped Mohair SA website will reflect the visuals that are being used for the campaign.
The campaign will receive further exposure on Bay FM, with a 10-minute slot to discuss the mohair industry, tourism and the 'Don't Leave Without It!' campaign.
Mohair SA will also distribute 1000 gifts (male socks and ladies knee-highs) to select guest establishments in the Nelson Mandela Bay area.
"'Don't leave without it' is a message that offers longevity for this particular campaign," says Sanine Baird from tic advertising. "Whilst the World Cup is on our shores, this message is a strong reminder that visitors shouldn't leave our region without a mohair product - a symbol of our province and their stay in South Africa.
"After the World Cup, this message represents more of a 'daily life' concept, the idea that you shouldn't leave the house or office without it. Mohair should be a symbol of our province and country, dotted all over our cities and in our homes."