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Encountering the Cape with Edge and Old Mutual

Published: 26 April 2012

EDGE, Nine Mile Media’s experiential marketing division, successfully executed the out-of-home activation of the Old Mutual Two Oceans Marathon in the week leading up to the event, which was held in Cape Town on 6 and 7 April.

Encountering the Cape with Edge and Old Mutual
“The activations were geared to generate exposure and create interactive platforms for participants, spectators and visitors to the Mother City,” says Gerrit Visser, business unit director from Carat Cape Town, the agency that signed up EDGE to execute its client’s campaign.

The EDGE airport activation ensured that Cape Town International Airport’s domestic arrivals terminal was a hive of activity with three athletic, female, branded promoters engaging participants, spectators and visitors to the Mother City and handing out 'Encounter the Cape' booklets, which promoted not only the Two Oceans Marathon, but also the Cape area as a tourist destination.

A forecourt promotion at the N1 Winelands Engen Fuel Station welcomed runners and spectators who travelled by road. The branded promoters donned running apparel, all sponsored by Puma, a co-sponsor of the Old Mutual Two Oceans Marathon.

“We designed Old Mutual Two Oceans ‘007’ runner’s numbers for the promoters to clearly identify them and to create additional exposure around the marathon dates,” says Craig Segal, the managing director of Nine Mile Media.

Numerous other advertising platforms were utilised by EDGE inside the domestic arrivals terminal including two branded welcome desks and six pull up banners, ensuring a true Old Mutual welcome at the terminal.

Car rental companies Avis, Hertz, Thrifty and Dollar were brought on board to include the 'Encounter the Cape' booklets, on behalf of Old Mutual, and hand them out with the customer’s vehicle agreements. “This ensured a very broad reach and further captured the attention of incoming visitors to the Cape,” adds Segal.

The famous Rikkis Taxi Cabs, with 20 taxis in the Mother City, also formed part of the campaign, ensuring that all of its passengers received an Old Mutual 'Encounter the Cape' booklet.

The booklets were also displayed and available from the welcome desks at the V&A Waterfront and the concierge desk at the V&A Waterfront Hotels as well as at the Mount Nelson.

For more information, contact Craig Segal at 0861 64 63 64 or email craig@ninemile.co.za. Follow him on Twitter: @CraigSegal

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