67 Minutes for Mandela Day
The Sizzling Summer Campaign served a great purpose as the coastal inhabitants of Durban started to win the hearts of the inland inhabitants of Mpumalanga and Limpopo and visited the coastal province of Western Cape. The activations targeted different economically active populations, as well as those who came to fill up, relaxation, or utilize the different restaurants at the Shell Service Station in Mpumalanga, Middleburg on the 02-03 of November 2023. The goal was to raise awareness about the uniqueness of Durban Metro, its destination, and tourism, including the activities of the Sharks Board and the state of readiness of the beaches for the summer.
We further proceeded to Limpopo Province at the Mall of the North located in Polokwane from 04-05 November 2023. The last province visited was the Western Cape in Cape Town V&A Waterfront where the Durban bus parade visited different Cape Town tourist destinations from 10-12 November 2023.
The event was a massive victory for the Sharks Board, as it provided an opportunity to disseminate information to three different provinces and to potential visitors planning for the festive season holidays. Our verbal exhibitions, communications and marketing efforts were put into effect by Mr. Mthobisi Mbhense, the Communications Officer, who was in attendance together with Sharks Board’s Boat Tour Operator, Mr. Frank Mtolo.
A golden opportunity for a Rise FM Radio interview was granted both in Mpumalanga and Limpopo province, which allowed messages to be tailored and localized to each audience. Our message was targeted to specific demographics and communities, geographic areas, and around events and genres in a market. This was indeed a golden opportunity which we believe has managed to reach our target. Not only were we provided a radio interview but also social media coverage where a huge audience was covered, ensuring that the message reached potential buyers, thanks to Rise FM.
The KZN Sharks Board made the most of the opportunity to attract visitors to our different activations. The positioning of our activation was terrific, noting that most visitors would register at Durban Tourism’s stand and then proceed to the Sharks Board stand. This campaign was an initiative aimed at cementing the city’s dominance over the domestic tourism market and specifically marketing our unique services and offerings, including our own Shark Dissections, Audio-Visual Shows, Indigenous Museum, Curio Shop, Venue Hire/Conference facilities, Boat trips and Beach Tourism. It is highly believed that this initiative will pay good dividends in the future.