Hotel casino to launch its first dedicated advertiser location
On Monday, 3 April 2006, Piggs Peak Hotel and Casino will launch its first dedicated advertiser location (DAL) on Channel 111 on DStv. The DAL, which will allow the campaign to be fully interactive and more informative than a traditional 30-second television commercial, is booked for two weeks, ending 17 April.
According to Oracle Airtime Sales, which in conjunction with MultiChoice is managing the DAL on behalf of Piggs Peak, says that to date, DALs have been successfully used by several car manufacturers like Toyota and BMW, as well as lifestyle product advertisers like Jack Daniels. These campaigns are also tracked and their impact and success is measurable, as clients receive a comprehensive report following the execution of any DAL campaign.
The Piggs Peak DAL consists of strong video content covering the All Africa Poker Championships, which took place in February this year. Viewers will be able to use remote controls to access additional interesting content, such as poker terminology and famous hands that have been played in the past, as well as information about Piggs Peak.
Two competitions will offer added value, with viewers required to SMS their email addresses through to a central number, in order to enter. MultiChoice will manage the database and supply the entrants' contact details to Piggs Peak on a daily basis. In this way, Piggs Peak will be able to add these viewers to their own database and use the information for market research purposes.
