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What is “I’m a GeePee Programme?”. - PowerPoint PPT Presentation
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What is “I’m a GeePee Programme?”
I’m a GeePee is a loyalty and travel discount programme that aims to inspire everybody to become tourists in Gauteng through dialing up affordability using compelling special offers; and personal loyalty and sense of identity (for Gautengers) using provincial ambassadors and peer recommendations, amplified on all marketing channels.
‘I’m a GeePee’ aims to mobilise Gauteng residents to become tourism ambassadors of their own province and so encourage others to visit Gauteng
The main focus is on encouraging domestic tourism (inter- and intra-provincial), but does not exclude international visitors (Gautengers are GeePee's, but everyone can own the line ‘I’m a GeePee and this is my Gauteng’ when they visit Gauteng)
A key segment is the ‘young and upcoming’ emerging market of 18-40 year olds, because of their lifetime value and physical embodiment of the young, modern, urban ‘I’m a GeePee’ programme
This target market very much epitomise what Joburg represents, urban appeal, fresh, evolving and go getters
It is for this reason that I’m a GeePee programme needs to be anchored by the City of Joburg
I’m a GeePee, I rock Joburg!
Target Market
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Objectives by March 2013
15,000 GeePee’s 100 Product PartnersUse specific media channels, events & campaigns
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GeePee Product Partners
Product Type GeePee Product Partners
Accommodation Satyagraha House; Toadbury Hall; The Crown Plaza Rosebank; Mongena Game Lodge; N’Shonalanga Valley Resort; Maropeng Boutique Hotel; Alpine Attitude Boutique Hotel; Sunward Guesthouse B&B; The Waterfront Court Lodge & Spa; Kopanong Hotel & Conference Centre; Avianto; The Farmhouse Hartebeestfontein; Elizabeth Lodge; Mogale Country Lodge; Midrand Executive Hotel; Vaalnest Boutique Hotel; Idwala Boutique Guest House
Tour Operators AirVentures; Soweto Outdoor Adventures; Wild Caves Adventures; Tapimanzi Adventures; King & Queen Tours & Coaches; Fundani Tours; Aahaah Shuttle & Tours; Barbus Haven Fly Fishing; Tsheola Dinare; Liquid Lounge
Attractions The Market Theatre; Mandela House Museum; Origins Centre; Maropeng; Constitution Hill; Johannesburg Zoo; Apartheid Museum; Pretoria Art Museum
Other Michellecorp Hospitality Training, Joburg Sightseeing (Hop on Hop off bus)
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GeePee Ambassadors
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Current Campaign
Experience the GeePee Life this Summer!Range of events, attractions, experiences and GeePee offers showcased on multiple channels incl. community radio; newspapers; social media; mobile; online; billboards; in-flight; shopping malls; TV; etc.
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•We are proposing a partnership deal with Joburg Tourism to have JTC as one of the GeePee programme official partner
•This partnership will entail, a tailor-made GeePee Joburg card that will work also on all GeePee partner sites across the province with Joburg co-branding at the back
•Joburg Tourism can also co-brand the card with some of the city’s properties that adds value to the tourism value chain or form part of the attractions
These includes:
• Reya Vaiya Buses, Joburg Parks, Stadiums, Joburg Theatre etc
• These properties services can be bundled into the GeePee Joburg card but will also be available on the entire programme
• We are looking at joint card promotions at the City of Joburg events and partnered events like, 94.7 cycle challenge, Run the City Marathon, Joburg Day etc
•By being a valued partner JTC will have access to over 12500 and growing GeePee database and be able to invite to events, offer special and communicate some of the city's specials to travelers, tourists and wanna be
Value Proposition for Joburg Tourism
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• As indicate, this programme and partnership gives JTC access to the GeePee database but not only that, access to consumer profiles, monthly and quarterly usage reports
•It gives JTC an opportunity to select Joburg specific data on Joburg specific products performance and traffic and align the city’s marketing and promotion efforts towards its products
•Have specific events campaigns and link the GeePee partners in those specific areas like Randshow activation with the adjacent products and create a GeePee Joburg Randshow specials, GeePee AFCON opening weekend special and be able through a dedicated SMS line have a mobile campaign that links with the main programme i.e. conducting activations at these events and have a special clients engagement programme through a GeePee SMS line SMS GP Randshow to 33090 we can have those registering and being entered into a specific competition at the show and in the process win some prices but register as members
•The platform could be used to also communicate URGENT municipal info like electricity cut offs to both consumers and partners or products
Access to Programme Intelligence for Joburg Tourism
What are we looking for from potential partners ?
• Joint initiatives to promote the programme including activations
• Butter deals ranging from products partnership, cash and in-kind contributions, competitions, trade exchange etc
• Opportunity to use other platforms i.e. websites, digital campaigns, social media linkages etc
BENEFITS
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BENEFITS
Product Partners Benefits
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PARTNERSHIPS
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Product Partners Action List
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GeePee Offer Types
The following offer types are available for GeePee specials:
Buy ONE get ONE FreeBuy TWO get ONE Free
10% off 15% off 20% off 25% off 30% off
Family bundles, kids are freeSingle admittance (100% free)Multiple admittance (100% free always
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GeePee Categories
Action & adventureEntertainment & eventsHistory & heritageLeisure & lifestyleArts & cultureNature & wildlifeAccommodationMICE
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FUTURE
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What is on the horizon?
Convenient partner portal to manage & track performance, order collateral, submit offers
Seamless integration between digital GeePee platforms
Devices and collection points launched across all 5 regions: Maropeng; Sterkfontein Caves; Apartheid Museum; Mandela House; Constitution Hill; GTA offices; ORTIA Visitor Information Centre; Sandton Visitor Information Centre
Event activations throughout summer; student activations for start 2013
Programme extensions e.g. transport network & sport events
Ongoing growth, enhancements & stakeholder engagement
OPPORTUNITIES FOR JOBURG
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•Alignment with a recently refreshed programme with state of the art and new futuristic technology
•Plug and Play immediately with ability to load almost all JTC products and partners seamlessly into the programme and be able to generate reports and manage progress
•Joint Marketing and Branding Opportunities
•Tap into Blue Label’s 140 000 points of sales in the country and take the Joburg brand beyond our confines
•Cross sell the city’s products with other regions thus offering more value for a tourists or traveler
•Cost effective programme and ability to align with provincial programmes
•Ability to bring in multi distribution networks like VIC’s, service points etc
•Form part of an integrated City Region’s Domestic Tourism Promotion Programme
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Collateral
On your signed-up Product Partner CD, you will find the following collateral artwork that will assist you in promoting your GeePee specials:
•GeePee sticker giveaways for GeePee traveller sign-ups•GeePee window display Product Partner stickers•A5 GeePee promo flyer for summer campaign•GeePee Partner logo (for use on partner sites & partner print collateral)•Videos•Presentation
You will also receive the following as required:FAQs for Point of SaleDevices & cards (optional; to purchase, plus training)
GeePee Summer Campaign Activation ScheduleDate Event
16 November 2012 Gautrain activation ( New cards registration and promo drive)
17 November 2012 Neighbourgoods market (New cards registration and promo drive)
1 December 2012 Sansui Summer Cup
2nd December 2012 Arts on Main Activation
7 December 2012 DED Group Sports Day
8 December 2012 Experience Soweto Day/ Weekend, Soweto Derby
15 December 2012 Tshwane Jack Budda cards promotion
Feb and March 2013 Tertiary Institutions GeePee drive and Experience the Vaal Weekend
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Contacts
What? Who?
Strategy, promotional opportunities Barba GaoganediweSenior Manager: Corporate [email protected]
Stakeholder engagement Corne KochManager: Trade [email protected]
Special offers, sign-ups, renewals, devices, collateral, training, queries, requests, complaints
Mputle DikobeTrade & Marketing Intelligence [email protected]
E-marketing Kay RobertsonManager: [email protected]
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THANK YOU
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