STREET POLE ADS MAKE JOBURG GREAT

The City of Joburg acknowledges ordinary residents for their contribution towards its status as a world-class African city through its feel-good 'You Make Joburg Great' (YMJG) campaign.

The campaign has permeated the City through a variety of media platforms over several months, recently showcasing Joburg's greatest asset - its people - on Street Pole Ads.

Developed by Joburg's marketing department together with their ad agency PenQuin International, the campaign was designed to evoke pride amongst Joburg's residents.

"We wanted to tell the residents of Joburg that they make our City great", said Gavin Rheeder, the deputy director of Joburg's marketing department.

"The communication was personalised by having people that actually work for various City departments convey the message. In so doing, the campaign also gives the City a face and a personality."

The YMJG campaign has utilised print ads in newspapers and magazines as well as radio and social media platforms such as Twitter and Facebook to engage with all residents of Joburg, as well as those visiting the City.

A strong below-the-line/guerrilla marketing campaign included street-side activations and a presence at sporting and music events hosted in Joburg. Aptly representing outdoor media in the mix has been a Street Pole Ads campaign comprising 150 ads on various locations across the City. "Street Pole Ads are an effective platform for reaching the City's residents due to their penetration into all areas", said Rheeder.

The inspired campaign delivered its simple, powerful and empowering message on Street Pole Ads across the City until the end  of May 2010.

Statement issued by Gavin Rheeder, City of Joburg, Deputy Director: Marketing, June 2 2010

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