Top selling Afrikaans newspaper, Son, took an unusual step this month when it introduced a sector of its readership to advertisers and potential advertisers. In a mission to shatter stereotypes about the Western Cape’s coloured community, Ads24 decided to treat clients to an experiential outing.
“To understand this diverse and dynamic market you need to experience it,” says Mark Herman, general manager of the Cape’s largest selling daily newspaper. So the Ads24 and Son team invited 36 of the country’s leading marketers and media decision-makers to join them for an insightful immersion into this burgeoning market.
The two-day experience began with a visit to the historic District Six and Bo-Kaap areas. This was followed by a trip through Mitchell’s Plain. Arriving at the Promenade Mall, in the heart of Mitchell’s Plain, the delegates were introduced to the fusion clothing of designer Craig Native. Later they shared dinner with leading South African chef Reuben Riffel in picturesque Franschhoek. The following morning the delegates were introduced to young winemaking protégé, Tamsyn Jeftha, at Hartenberg Wine Estate.
“By understanding the Son’s readers our clients can unlock the R35 billion market opportunity they represent,” Herman says.
In reply, one of delegates, Elsabe van Zyl from the Spar Group commented, “Not only did this experience give me a far deeper understanding of this community, but the Son team went out of their way to make every aspect of the event a highly memorable experience.”
PHOTO: Craig, Sharmila and Reuben