Coca-Cola decided to partner with The Coca-Cola Dome's management company, South Africa RAI, as part of its ongoing music strategy, which has previously involved programmes like Coca-Cola Popstars and Coca-Cola Collaborations. Through music, Coca-Cola 'connects' with its youth and young adult target markets.
The Coca-Cola Dome has hosted every major international artist that has toured indoors in South Africa since it opened in 1997, and has been voted the 'Best Concert Venue' for five consecutive years.
While the partnership means a different name, it has also given rise to a fresh, funky image for the venue. The logo is designed to reflect The Coca-Cola Dome's stature as a young, vibey, and 'hip 'n happening' concert hot-spot.
The new look has been applied throughout The Coca-Cola Dome and includes dynamic interior branding and a revamped Food Court area. The once white roof is now 'Coca-Cola red' at night. Coca-Cola has also acquired a private hospitality suite, dubbed 'The Coca-Cola Chill Room'.
Coca-Cola's Marketing Manager, Julian Bryant, is thrilled to have concluded the partnership deal with South Africa RAI and assures everyone involved in The Coca-Cola Dome, as well as the thousands of people who visit it every year that the venue is only going to get bigger and better now that Coca-Cola is on board.
"We want The Coca-Cola Dome's clients and patrons to be as excited about The Coca-Cola Dome as we are. From now on, regardless of whether you're arranging the Josh Groban or Black Eyed Peas concerts, or planning huge exhibitions or seminars, you will be able to associate your event with the Coca-Cola brand name. At the same time, the full-range of Coca-Cola products will be stocked in the venue, offering complete refreshment from the world's soft-drink leader."
However, Julian stresses that the 'name of the game is partnership'.
"When all is said and done, we are partners. Coca-Cola and South Africa RAI are committed to working together to share resources and leverage expertise to optimise The Coca-Cola Dome's assets and popularity as an entertainment venue in a way that builds positive consumer experiences and brand associations."
South Africa RAI's managing director, Carol Weaving, reiterates Julian's sentiments and says that The Coca-Cola Dome is destined to become Africa's "first choice for big names".
"Just as Africa is coming to Johannesburg to consider its politics and continental affairs at the African Parliament in Midrand, so Africa will come to The Coca-Cola Dome in Northgate to hear the best music and see the best shows."
The Coca-Cola Dome agreement runs until June 2009 and is renewable thereafter.
