he Gauteng SANSUI Summer Cup is a horse race held annually at the end of November, at the Turffontein Racecourse in Johannesburg. The event is the oldest in the country and has a prestigious history. To clearly define its position, the Gauteng SANSUI Summer Cup defined itself as Jozi’s premier horse racing and social event through digital and social marketing.
As lead agency, Retroviral needed to create a strategy that would highlight the Johannesburg race in relation to its Cape Town and Durban counterparts. We created a video that sparked interest and reinforced the event as uniquely Jozi. ‘The Jozi Jockeys’ highlighted something many South Africans could relate to – taxis and traffic. We seeded this video to relevant influencers to ensure everyone was talking about it, making sure the event was top of mind. We also redesigned the website to ensure all content had a suitable home, and commenced with social media communications across Facebook, Twitter and Instagram.
Unique insight, packaged well, and disseminated to the relevant audiences, resulted in 147,776 views on YouTube, 9 283 clicks to the website, and a solid merge of online offline public relations to champion the event.
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