Over the festive season international and domestic tourists flood the airports en route to their holiday destinations. Targeting rental cars, a 'Road map' was placed on the passenger seat together with the car rental documents. Upon unfolding the 'map', the traveller reads the phrase 'Phone 22522 for directions.'

MTN experienced a substantial call volume increase to their Directions line. In November, 11,000 calls were logged to this line. In December, this figure jumped to approximately 27,000 calls. There was no additional advertising to promote this service, i.e. the increased call rate was attributable solely to this direct communication.