This Mandela Day (18 July 2022) NPO Ladles of Love undertook to break the world record for the biggest mosaics built with tins of food across two cities – Johannesburg as well as Cape Town .
Johannesburg saw 32 040 cans of food placed on a South African flag mosaic with Cape Town seeing 56 685 cans placed on a Madiba mosaic.
The PR campaign secured 159 articles and mentions across online, print and broadcast media with 44 local and international media in attendance resulting in 41 interviews and an AVE value (advertising equivalent if you had paid for the space) of R3.1 million. Coverage was secured in key media such as France 24, Vietnam News Agency, CCTV and CGTN, The Star, City Press, The South African, Expresso Morning Show, Newzroom Afrika, RSG, Good Hope FM, Cape Talk, IOL, News24, EWN, Beeld, Die Burger, The Citizen, TimesLIVE, Sowetan Live, Good Things Guy and more.
The Roger Federer Foundation required localised PR. The Public Relations was used to generate awareness for the Match In Africa 6 exhibition match and for the breaking of a world record. The agency worked with the International Communication team as the South African representatives.
This included:
- the drafting and issuing of press releases,
- setting up of media interviews,
- liaising with local and international media,
- media accreditation,
- media centre management,
- management of the various media events including press briefings,
- mixed zone interviews,
- Q&A’s with key spokespeople,
- management of media photographers and briefings,
- exclusive Dubai international media one-on-one interviews with Roger Federer,
- social media management,
- website management and
- reporting.
The challenge was successfully met with a record breaking 51 945 spectators/fans watching the match live in the stadium; with the event raising a total of USD 3.5 million (approximately R54.6 million) for the Roger Federer Foundation. The PR resulted in a total AVE (ZAR) across all platforms (broadcast, print, online & social media) of over R921 million, which equates to a total AVE (USD) of $61.5 million.
Visit https://www.match-in-africa.com/multimedia/ for more images from this spectacular iconic event.
Visit our Facebook page to watch the highlight video.
The 2019 Rand Show needed PR to generate awareness for the existing offering and to gain maximum exposure for the new on trend content introduced in 2019.
The challenge was successfully met – effectively communicating with traditional audiences and media while also attracting new media and audiences to the event.
The result? Over R 40 million in coverage (AVE) with 2 957 articles and mentions across online, print, broadcast & social media.
- 128 Broadcast (TV & radio)
- 170 Print
- 457 Online
- 2 202 Social media
Watch the video on our Facebook page here.
The Castle of Good Hope joined forces with the Department of Defence to deliver an inspiring Legacy Project for the youth and the public as a whole.
It was important to have the media and youth attend the event, as it was aimed at inspiring the youth to learn about the true history of South Africa.
The event was held during Heritage Month at The Castle of Good Hope.
The Lime Envelope ran:
- all logistics,
- AV production,
- security protocol,
- branding collateral,
- catering,
- health & safety regulations,
- as well as managing the PR and
- acting as the media liaison team.