To promote Kwa-Zulu Natal as a 2010 World Cup host city, KZN has for the first time contracted Primedia Unlimited subsidiary Wideopen Platform to brand the domestic arrivals corridor at the Cape Town International Airport for a period of three months.
The rational behind the KZN campaign is to welcome international travellers, encouraging them to visit KZN as one of South Africa’s premiere tourist attractions.
Creative developed by TBWA / Hunt / Lascaris Durban boldly catches the eye of passing travellers with its bright and inviting messages ‘We only have two seasons: summer and summer’ and ‘Durban, the warmest place to be for 2010’.
Ryan Cohen, Wideopen Platform’s Sales Director says, ‘The domestic arrivals corridor site is made up of ten large wall paper applications measuring roughly 196sqm which run parallel to the length of the two corridor walls. This gives advertisers exposure to an estimated 270 000 LSM 7 – 10 domestic passengers per month. The message is impossible to miss.’
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