S.A. Tourism (SAT) briefed us to execute their internal tourism ‘Sho’t Left’ campaign’s launch.
We scheduled it for the morning to ensure that journalists would have time to file stories. “Emoyeni” venue, overlooking Jhb, was our choice. To inject a celebratory atmosphere, the event was conceived as a champagne breakfast. Guests were ushered into a function room set up cinema-style, where a video of the campaign was played. SAT gave a brief address, after which the campaign ambassadors were revealed.
The framing of the launch as a champagne breakfast set the celebratory tone of the campaign, and created the desired level of anticipation and excitement.
The venue worked as an excellent showcase of SA’s natural beauty, and complemented the festive atmosphere of the event.
Ensuring that media could engage and interact with the ambassadors in a relaxed, informal setting allowed for a heightened level of media engagement and, ultimately, a higher-than-expected volume of media coverage.
Additionally, the timing worked in tandem with journalists’ deadlines, and the PR team was able to maximise the press coverage.