The core concept of taking 10 South Africans on an overseas whirlwind tour, who would become ambassadors of South Africa and show the world ‘our way of doing things’ was exploded in a number of ways: we brought relevant partners on board from our national airline, to a relevant national radio station who became our on-air partner, even sending one of their DJs on the trip to do live call-ins from overseas; we partnered with local artists to create uniquely South African prizes from CD’s to T-shirts. By implementation, we were able to create a cohesive 360 degree programme.

The main objective of the promotion was to get our target consumer to re-appraise the brand in a modern South African context. We were not measured on volume sales; the objective was solely to position the brand as being ‘truly and intrinsically South African’. Research has shown that this promotion did achieve its objectives, as the visibility of the promotion and the brand positioning was clearly communicated to, and remembered by, consumers.