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Gauteng Tourism

Joburg Shopping Festival

GTA

#JoburgShoppingFest

In the summer of 2014, Johannesburg joined the ranks of elite shopping destinations like Dubai with the Joburg Shopping Festival. Our client, Gauteng Tourism Authority, needed a way to launch the international shopping festival to the local and African market and encourage shoppers to explore the regions where the festival would be held: Sandton City and Oriental Plaza. We created content around attractions in each shopping venue, amplified with Bought Media support, and collaborated with Mika Stefano, a fashionista who has the insider scoop on the fashion and entertainment industry. Then we beat our own targets, and got a live podcast on Cliff Central.

The results

Facebook page likes

671

Users reached

+108K

A podcast on Cliff Central with our influencer talking with the CEO of Joburg Shopping Festival. Content highlighting attractions in the area received an average time on page of 03:29 – an increase of 34 seconds over the monthly site average. Articles included “Explore Sandton and its surrounds” and “Joburg Shopping Festival deals at the Oriental Plaza”.

Impressions

+222K

Click through rate

5.18%

GTA

objectives

Create awareness of Gauteng as an international shopping, entertainment and lifestyle destination. Highlight the Joburg Shopping Festival as one of the events which make Gauteng a sought-after destination to visit. Encourage attendance to and engagement with the Joburg Shopping Festival. Position Gauteng as a premier destination with multiple entertainment options available in close proximity.

Driving visits

Real-time, on-the-field social media coverage resulted in increased engagement website over the period of the shopping festival.733 blog post views promoting ticket sales