Increase ridership during the low ridership period of the festive holiday-December period.
- LSM 7-10
- AGES 20-50
- Families and friends staying in Gauteng during the festive season
- Families and friends visiting in Gauteng
- Couples visiting family in Gauteng
Staying at home is not a holiday; it’s more like a cancelled holiday, missed opportunities for having fun, most feel they have to go away to the coast or go overseas to be on holiday.
But what is a holiday?
Is it not a state of mind? When one`s minds switch from stressed to relaxed, frustrated to happy.
What if we disrupt the thinking, create a holiday feeling. Sell a holiday destination to them.
MAKE GAUTENG A HOLIDAY DESTINATION FOR THOSE NOT GOING ON HOLIDAY
What is special about Gauteng?
Gauteng is a giant, a province known for the hassle and bustle, traffic, noise, there`s this busy element about it, you snooze you lose kind of place. But this giant does go to sleep in December. This is when Gauteng becomes a different place, a peaceful, calm, free, and slow place BUT very few people see it because they are either away or have shut themselves indoors because they didn’t go on holiday. During December holiday the giant goes to sleep.
This is one of the few holidays when you can go to the zoo or museum and actually appreciate animals or art without the crowding of people.
IDEA: DISCOVER GAUTENG THE SLEEPING GAINT
HOW DID WE ROLL OUT THE IDEA
We created packages that sell the idea of riding the Gautrain to a holiday destination where one would receive discounts when they ride the Gautrain. We treated each and every person in Gauteng like a tourist visiting Gauteng. Even if were a local you got the chance to experience what it feels like to be a tourist.
With so much to see and do in our exciting Province, Bombela Concession Company and Sadmon created a campaign that promoted Gauteng holiday and increased the ridership of the Gautrain during the festive season. Gautrain partnered with key attractions along the Gautrain route and offered passengers fantastic discounts when using the Gautrain to Discover Gauteng. The campaign also included an R1.00 parking fare and R1.00 bus trip to lower costs faced by those on holiday in Gauteng.
The campaign was recognised by the panel of judges at the 2015 PRISM Awards, where Bombela Concession Company received a Silver Award (2nd place) in this National competition, in the category of Marketing Campaign of the year.