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Make the beach your canvas with BOO!
Mall media agency BOO! is expanding its media portfolio to cover the Cape Town beaches for the 2005 holiday season and at the same time taking on an innovative social responsibility project.
Partnering with the Cape Town city council and beach vendors at Camps Bay, Clifton and Llandudno beach, BOO! has set-up a program that enables any branding exercise undertaken to be monitored and has split the beaches into sections that allow for a media friendly sponsorship package.
Dave McKenzie managing director, BOO!, says: "Over and above the support the brands will give the vendors, it is a fantastic and unique branding opportunity in an environment that has absolutely no competition as well as a captive audience.
"Traditional billboards, trailers and other branding opportunities are not allowed anywhere near these highly lucrative hotspots."
McKenzie is particularly excited about this initiative as it will assist in paying for the vendors' umbrellas and monthly beach tariffs, so not only will the vendors be empowered but marketers will be provided with a new outlet for their branding.
Storage facilities have been arranged, amongst other services, for the umbrellas at the local football club in Camps Bay and BOO! is now seeking the assistance of progressive brands to assist in paying for the umbrellas and to contribute to monthly beach tariffs.
The vendors have been appointed by the City council of Cape Town and are from the previously disadvantaged community.
