Gautrain’s multiple platform and integrated marketing approach proves successful

In 2017, Gautrain joined forces with Contact Media & Communications, in order to create a year-long, integrated, multi-platform marketing campaign using custom print (The Afropolitan magazine and OnRoute magazine), digital media, social media, an experiential activation and all the Gautrain station screens throughout Gauteng.

The campaign, which was called “Connecting the Dots” ran over the year, in quarterly segments, and encouraged travellers on the Gautrain to document their experience through photography, videography and/or creative writing – all of which needed to represent Gautrain’s chosen theme for the respective quarter. Gautrain’s chosen themes speak for its brand objectives, being; heritage- looking at our past; youth- looking at our future; public transport integration; and finally, accessibility and lifestyle- looking at people on the move. The interest was immediate and extensive, with thousands of entries flooding in via digital and social media, expressing personal perspective stories about their train experiences. Despite the large number of entrants, only 6 semi- finalists were selected each quarter.

At the end of the campaign, March 2018, Contact Media held the “Connecting the Dots” awards ceremony at the Gautrain Radisson Blu Hotel in Sandton. Twenty four finalists from around the country made their way to Johannesburg and to the hotel to enjoy a cocktail event on the top floor, with Johannesburg boasting a spectacular evening skyline as a backdrop.

Winners of the three respective categories were Frank Montgomery in Creative writing, Katleho Meshack in photography, and Jeremy Khumalo in videography, all of who walked away with a cheque to the value of R10 000.Gautrain was truly blown away by the response from their loyal Gautrain passengers. Gautrain Marketing Manager, Dr Ingrid Jensen, says “It was heart-warming to see how passengers experience Gautrain. From being a public transport mode to experience Gauteng, to it being a service which improves their lifestyles.”

The success of the campaign has proved that Contact Media and Communications lives by their company mantra “Like no other”, by creating a campaign that successfully integrated marketing platforms while offering value to a very focussed target market, with maximum impact and little marketing spend waste.

Sean Press, CEO of Contact Media and Communications says “Its really been lovely working with a client that allowed us the opportunity to run this sort of campaign, when not only did we change the winners lives, but also generated fantastic content for both our client and our company.”Visit OnRoute magazine’s website: www.onroutemag.co.za