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Shot Left Campaign

• Parliamentary Update
• 21 June

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Domestic TGS Objectives

• Increase Volumes
• Reduce Seasonality
• Improve Geographic Spread
• Contribute to transformation

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The South African Domestic Travelling Population
has room for growth
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Nearly two thirds of trips are for VFR (Visiting
friends and relatives). Although Leisure travel
accounts for only 16 of all trips, it accounts
for 44 of all expenditure
The opportunity to improve the GDP contribution
from domestic tourism is in the holiday or
leisure segment
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Strategic Notes

• This campaign was specifically designed to appeal
  to the emerging travel market consisting of three
  segments
• Young and up-coming (5.1 million people)
• Striving Families (0.4 million people)
• Well-off homely couples (0.8 million people)
• These segments were selected as the markets with
  the greatest opportunity for growth.
• The marketing of Shot Left on television was
  designed to reach all three markets
• Other marketing was designed to reach the Young
  and up-coming and Striving families specifically
• These 6.3 million people are traveling but only
  just over one million had taken a holiday.
• Holiday travel is the greatest source of economic
  growth (volume and value) in the domestic tourism
  industry. Domestic holiday travel accounts for
  just 16 of all trips, but 44 of all expenditure.

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The holiday leisure traveller in the emerging
market can be increased both in terms of volume
(no of trips) and value (holiday spend)
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Emerging Travel Target Market
Market Demographic Size Value Personality
Young Upcoming Age 18-30 LSM 5 to 7 5.1 million R3.1 Billion Fun, vibrant, full of life, exciting challenging
Striving Families Age 25 to 45 LSM 5 to 7 0.4 million R2.0 billion Relaxing, family fun, friends, memories
Well-off Homely couples Age 30 LSM 8 to 9 0.8 million R2.4 billion Enriching, inspiring, unique, fulfillment
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Domestic Leisure TourismStrategic overview

• Overall objective
• Develop and stimulate a culture of holiday travel
  by demonstrating that the doors of travel are
  open to all
• Message
• Holidays are affordable, do-able and good for you
• Action
• Take more short breaks, more often

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Shot Left 2004

• Launched in June 2004 June to September focus
• Concept of taking a Shot Left and focus on
  awareness of affordable holiday options
• Over 200,000 responses to the TV competition
• Increase in volume of bookings in low season
  noted
• Introduction of new domestic products Fun Bus
• Success prompted two more campaigns on radio
  Nov/Dec and Jan/Feb
• More than 800 calls a month to Tourism Help Line
  and 3500 web-site hits to find affordable holiday
  packages
• Trade partnerships formed
• More than R7 million in PR coverage

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Campaign overview 2005

• Shot Left 2005 campaign represents a
  continuation of the domestic tourism campaign
• The campaign launched in mid April and will run
  until the end of August 2005.
• This report represents an interim summary of
  results so far.
• At the heart of the campaign is the TV series
  Shot Left Chalenj, however the emphasis of this
  years campaign is conversion to action.
• This campaign employed all media options and
  leveraged every opportunity to market taking a
  Shot Left to the public
• The marketing investment for this campaign is R20
  million
• Message Domestic Holidays are affordable,
  do-able and good for you.

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2005 Shot Left enhancements

• Logo and name the same
• Pay-off line changed to reflect what a Shot Left
  really is
• Including call to action elements with the logo
  to improve conversion

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Shot Left Elements
Reality Game Show 13 eps - SABC 2 Monday, 18H00
Stimulate Domestic market to take more short
breaks, more often
Advertising To support and boost viewership of
the TV Show
Outreach Road shows to large employers, events,
expos, Shopping centres etc
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Shot Left Challenj Audience
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TOTAL ARs May 2005
ARs
Source TAMS
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TV Programme Investment, results and return

• The cost of production was R6,000,000.
• The value of airtime for the programme on SABC 2
  is R11.1 million
• To support the programme, 96 spots were run on
  SABC 1 and 2 from 19 April to 25 July
• The paid cost of flighting on SABC was R1,007,920
  the value of promo spots R1,800,000
• Total delivery for the promo spot was 634 ARs

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For an investment of just over R7 million we
received over 184 return in value
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Radio Advertising

• 30 spots were produced to support the launch of
  the campaign
• 2,337 spots were flighted over six weeks period
  from 18 April to 25 June
• Station selection Metro FM, YFM, Ukhozi FM,
  Umhlobo, Motsweding, Lesedi, Star Radio, Campus
  Radio
• Budget invested in radio R1,533,500
• Young up-coming
• Reach 82.58
• Ave. Freq. 16.88
• Striving families
• Reach 83.33
• Ave. Freq. 15.94

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Print Advertising
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Newspaper Performance

• 16 insertions in three publications are booked
• Between 18 April and 7 August
• Sunday Sun, Daily Sun and Sowetan
• Strip Ads each week with editorial coverage of
  packages and provinces
• Young up-coming
• Reach 61.47
• Ave. Freq. 12.64
• Striving families
• Reach 60.54
• Ave. Freq. 13.36

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Billboards

• 9 sites were secured for a three month period
  May to July
• Gauteng (5) R24 Airport, R21 Kempton Park, N1
  Pretoria, Jan Smuts Ave, Cnr Rivonia and Grayston
• KZN (2) Durban airport freeway
• W Cape (2) N2 highway, Buitensingel (City)
• Investment in Billboard media R696,000.00
• Value of outdoor exposureR849,000

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Return on Media Investment
Element Investment Value Extra Return
Rank Stokvel TV R1,176,273
Billboards R696,000 Media R100,276 Prod R949,276 Saving of 18
Taxis R147,600 Media R181,531 Prod R446,251 Added value of additional free taxis
Radio Ads R1,486,262 Media R47,238 Prod R1,701,863 Interviews on radio about campaign plus extra 25min per week on Campus radio
Cinema Ads R206, 850
Print Advertising R532,000 Media R5,672 Prod R1,860,000 Editorial coverage for provinces and educational content
Chalenj TV show flighted on Rank TV
R723,818
R135,200 Media R51,600 Prod
15 Added Value
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Media exposure ROI 70
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PR focus April to August 05
April Morning Live coverage Overall Shot Left drive take more short breaks more often Print and electronic consumer media
May General interviews around Shot Left consumer media
June Trade PR focus Travel Agent activation Radio and print media interviews continuing
July TV programme PR focus semi-finalists and winners Desmond Dube to report back on his experiences
August Winners PR and report back Launch of September to November Shot Left packages
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Recorded PR coverage from April to Mid-May is
worth R1,195,178
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Publicity support has come from

• Newspapers
• Daily Sun, Sunday Sun, Sowetan, Village Talk,
  Business Day, Sunday World, Cape Argus Tonight,
  Pretoria News, Natal Witness, Beeld, Diamond
  Fields Advertiser, Sake Volksblad
• Daily Sun and Sunday Sun provide us with weekly
  editorial on the provinces and Shot left
  packages
• Magazines
• Travel News Weekly
• Radio coverage
• Voice of the Cape Community Radio, Umhlobo We
  Nene, Thobela FM, Lesedi FM

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Activation focus April to August 05Targeting
economically active shoppers and employees
April Launch of new campaign Stakeholder engagement
May 3 X Shopping Mall activations (Pavillion, The Zone, Workshop) 1 X Road Show at Ethenkweni Municipality
June 3 X shopping Mall activations (Eastgate, Southgate, Tygervalley) Toll Road campaign (16 June weekend) Outdoor Expo activation Gauteng (16-20 June) 22 X Road Shows (BMW, Coca-Cola, DoC, Eskom, General Motors, SABC, Unilever, Liberty Life, Umgeni Water, Cell C, JJ, SABS, DEAT, DPLG, DPE, Sita)
July 4 X shopping Mall activations (The Glen, Cavendish, Gateway, CanalWalk) 7 X Road Shows (Arivia.kom, DoE, ACSA, Sita)
August Outdoor Expo activation W Cape (19-21 Aug)
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Directing interest promoting conversion to
actual holiday bookings

• 3 options for consumers
• SA Tourism call centre
• SA Tourism web-site
• ASATA Travel agents

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Shot Left Web-site 2005 enhancements

• Total new look was given to the site - colourful
  and vibey
• On-line competition element for people to
  register into consumer database was introduced
  More than 1000 entrants so far
• On-line refer to a friend system to win cash
  monies Only 35 referrals so far
• On-line registration for subscription to
  newsletter
• Info about the show, contestants and previous
  programmes
• Package offerings from tour operators - in
  experience format and listed under logos on site
  - operator specific
• Provincial offerings and provincial page with
  logos and contact details
• Flash banner on main SAT site

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Shot Left Web Site Daily Visitor averages
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Domestic Tourism Industry Activation Stimulating
the channel
Activating off-peak periods 1. May-Aug 2005
2. Sept-Nov 2005 3. Feb-Apr 2006
ASATA TRAVEL AGENTS Selling Shot Left Packages
brochure POS delivered to 1200 outlets and to
more than 5000 agents
ASATA SHOT LEFT ENTERPRISE PROGRAMME Employment
and training of new staff to be Shot Left agents
focusing on the domestic leisure market
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Package brochure
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Educational Leaflet
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ASATA Travel Agencies Kit
Hanging Mobile
A1 Posters/Window Decals
Sandwich Board
Mouse pad
Wobbler
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Comments from

• Agent take up Buy-in
• This appears to be positive, and according to the
  Tour operators distribution, many agents
  nationally do have stock.
• Having called some agents in the area i.e.
  Pretoria and Durban, it appears that the domestic
  travel scene has been stimulated with enquiries,
  but with not many bookings from the Shot Left
  brochure. Agents have assisted with other
  domestic travel arrangements.
• Collateral distributed.
• Durban 210 agencies have had material delivered
• Cape Town 380 agencies
• Johannesburg 650 agencies
•  Overall comments
• Many agents are still unaware of the product and
  some tour operators were not explaining the
  product, on delivery.
• Another suggestion is that Provinces put together
  a function similar to the consumer road shows,
  but aimed at Travel agents and tour operators to
  improve awareness of Shot Left.

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Travel Agents Follow-up to stimulate conversion

• Advertising wrap-around and centre-spread
  advertorial on Shot Left in TNW 29 June
• National competition make bookings and win
  inserted into TNW 6 July
• On-line educational programme being developed
• Next brochure to be delivered end August

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Shot Left Enterprise Programme

• Objective
• To employ specific domestic leisure travel
  specialists in agencies nationally
• To provide these agents with Shot Left material
  and training support to assist them in activating
  sales from existing corporate and other clients
• To support the trade in creating jobs and in
  organisational transformation in line with the
  Tourism Charter
• Launched to trade with ASATA in April
• Presentations being made to the key travel agency
  groups
• Commitment expected to be formalised by the end
  of July

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Conclusion Closing remarks

• Still only half way through the 2005 low-season
  campaign. This will run until the end of July,
  and there will be follow-on through August and
  September for Tourism Month as well.
• Response continues to be positive from all
  quarters and activation of the trade is resulting
  in greater conversion and greater focus is
  being given to this area
• The campaign is ultimately focusing on creating a
  culture of holiday travel amongst emerging
  travellers. This is a major behavioural shift
  and will take time, but we are confident that the
  Shot Left campaign is achieving movement towards
  this objective.
• Roshene Singh 20 June 2005