The initial campaign is being broadcast on radio only, utilising most radio stations, including for the first time, the Xoisan station. Radio was chosen for this first phase of a three phase strategy for its inherent characteristics of 'my language' trust and relationship with the target audience. The second phase will be multi media.
MediaCompete, responsible for the media planning and buying for the campaign, has commented on the favourable response from media owners to the IMC initiative.
Paul Wilkins, MediaCompete MD stated, " Informal discussions with all of the media owners have demonstrated that they are committed to this initiative and above all to our country. All of them will assist us both locally and internationally as much as possible to align South Africans to a positive way of thinking about their country. Collectively we need to take the time to build patriotism and support. Without this level of support the campaign would not carry the communication value necessary for such a big task."
Yvonne Johnston, CEO of the IMC continues, "Freedom Day is the perfect moment to launch our campaign and we are impressed with the single minded way in which MediaCompete has approached this first task."
The campaign will continue for approximately a year, in the meantime the core brand communication will be launched in early 2003.
