A few case studies
To illustrate how we go about achieving our results...
Isibindi Africa's portfolio of properties
The brief:
To create brand awareness for the individual properties (Kosi Forest Lodge, Thonga Beach Lodge & Rhino Post Safari Lodge).
The campaign:
Dei Gratia implemented a through-the-line campaign targeting both media and consumers. We marketed the properties to relevant media (online, newspapers, magazine and radio) which resulted in consumers travelling to these destinations. We capitalised on each lodge's unique selling properties to entice and the campaign drew visitors from across the country.
Partnering with our client's advertising and marketing providers we created an integrated above-the-line campaign which included brand awareness, competitions and promotions.
The result:
Over a period of seven months the properties received the following exposure:
Rhino Post Safari Lodge & Rhino Walking Safaris
11 magazine articles
9 newspaper articles
2 online articles
Thonga Beach Lodge
11 magazine articles
2 newspaper articles
1 online article
Kosi Forest Lodge
7 magazine articles
1 newspaper article
1 online article
BRAND EXPOSURE = 11 483 960 MILLION PEOPLE
(COMBINED READERSHIP FIGURES 2010/2011)
ADVERTISING VALUE EQUIVALENT: R2 619 940.10
Nett Result: Dei-Gratia executed the campaign through our widespread media contacts and achieved targeted exposure, resulting in increased sales and brand awareness for the client. How can we help you?
Quartz Carpet
The brief:
To establish a brand identity as a top-end, luxury flooring option, as well as to launch Quartz Carpet nationally to trade (i.e. interior designers and decorators, property developers, architects etc.) and consumers.
The campaign:
This multi faceted below-the-line campaign saw us execute a strategic media campaign targeting consumer and trade publications, a brand activation event for the opening of their flagship store in Cape Town, advertising and promotional campaigns as well as competitions and prize sponsorships.
The result:
Overall the campaign created national brand awareness across both target market segments, vast exposure in relevant trade and consumer magazines, successful positioning of Quartz Carpet as an alternative to other high-end flooring solutions i.e. marble, travertine tiles etc., successful opening of CT store, increased traffic to website and store.
Shelley Point Hotel, Spa & Country Club
The brief:
To create brand awareness of the venue and its offerings resulting in increased bookings.
The campaign:
This through-the-line campaign targeted both media and consumers. We promoted Shelley Point to relevant media (newspapers, online and magazines) which encouraged Capetonians to travel outside of Cape Town to Shelley Point, created a national brand awareness campaign to draw visitors from around South Africa, partnered with their advertising and marketing providers to create an integrated above-the-line campaign including brand awareness, promotions and competitions.
The result:
This campaign resulted in an increase in queries and bookings for accommodation as well as conferencing.
Desroches Island, Seychelles
The brief:
To create awareness and increase ROI of one of Seychelles' best kept secrets... the tucked away Desroches Island with its elegant hotel and villas.
The campaign:
The main thrust of our strategy was to get top-end media owners talking about this brand to their markets. We therefore handpicked a select few media representatives from the upper echelons of the market, and invited them on a fully sponsored press trip to experience firsthand all of the gems the Island has to offer.
The media groups invited mirrored that of the target market for Desroches Island: upmarket media owners with highly niched media products, who target a select and exclusive market of high end earners with disposable income to spend on their luxurious lives.
The result:
All media representatives promoted Desroches Island in their highly respectable and target market aligned media platforms, as a luxurious holiday destination for high-roller South Africans. A reader's offer was included in each article to encourage an immediate call-to-action: to book a visit to The Seychelles and Desroches Island.
Articles appeared in all 7 targeted glossy magazines and 1 national newspaper:
1. Sarie [Readership: 844 000]
2. House & Leisure [Readership: 193 000]
3. Private Edition [Circulation: 11 542]
4. The Citizen [Readership: 485 000]
5. De Kat [121 000]
6. Financial Mail [Readership: 297 000]
7. Woman & Home [Readership: 359 000]
Readership/Circulation Figures source: SAARF - AMPS 2009AB
This campaign resulted in considerable queries and bookings from the special offer, as well as increased direct bookings for Desroches Island.
"Seyunique had had an unusually high volume of bookings for such a high priced property which can be attributed to media exposure generated," Jane James of Seyunique.
"Many thanks and I must acknowledge the fact that from an STB point of view, this press trip has proved to be one of the most interesting joint promotion activities that we have undertaken this year, based on ROI for Seychelles in general." David Germain, Director Africa & the Americas, Seychelles Tourism.