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03 26 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.

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Presentation on theme: "03 26 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."— Presentation transcript:


2 03 26 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.

3 ‘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 06 26

4 Objectives by March 2013 15,000 GeePee’s 100 Product Partners Use specific media channels, events & campaigns 10 26

5 GeePee Product Partners Product TypeGeePee Product Partners AccommodationSatyagraha 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 OperatorsAirVentures; 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 AttractionsThe Market Theatre; Mandela House Museum; Origins Centre; Maropeng; Constitution Hill; Johannesburg Zoo; Apartheid Museum; Pretoria Art Museum OtherMichellecorp Hospitality Training, Joburg Sightseeing (Hop on Hop off bus) 11 26

6 GeePee Ambassadors 1.Penny Lebyane 2.Lerato Kganyago 3.Mmasechaba Lekalake 4.Kwela Tebza 5.Danny K 6.Sipho Mabusa 7.Pops Mohamed 8.Wouter Kellerman 9.PJ Powers 10.Arthur & Chomee 11.Craig Jacobs 12.Sonia Motaung 13.Nkepile Mabuse 14.Lionel Skink 15.Zee Samodien 16.Jojo Tsheola 17.Kgomotso Pooe 18.Lebo (Lebo’s Backpackers) 19.Jo Buitendach 20.Zandile Dhlamini 12 26

7 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. 13 26

8 15 26 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

9 15 26 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

10 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


12 Product Partners Benefits Multi-platform marketing exposure Ambassador endorsements & PR opportunities Point-of-sale and window display collateral State-of-the-art technology provided by global specialist No fees and no booking or referral commissions Co-branding opportunities Provincial loyalty and discount umbrella Programme with strong pride and identity linkage Authority endorsement and influence Ability to align with GTSS & GEGDS Access to our technology partner Base, (JSE listed Blue Label telkoms) 16 26


14 Product Partners Action List 18 26

15 GeePee Offer Types The following offer types are available for GeePee specials: Buy ONE get ONE Free Buy TWO get ONE Free 10% off 15% off 20% off 25% off 30% off Family bundles, kids are free Single admittance (100% free) Multiple admittance (100% free always 19 26

16 GeePee Categories Action & adventure Entertainment & events History & heritage Leisure & lifestyle Arts & culture Nature & wildlife Accommodation MICE 20 26

17 FUTURE 21 26

18 22 26 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

19 OPPORTUNITIES FOR JOBURG 23 26 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

20 24 26 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 Sale Devices & cards (optional; to purchase, plus training)

21 GeePee Summer Campaign Activation Schedule DateEvent 16 November 2012Gautrain activation ( New cards registration and promo drive) 17 November 2012Neighbourgoods market (New cards registration and promo drive) 1 December 2012Sansui Summer Cup 2nd December 2012Arts on Main Activation 7 December 2012DED Group Sports Day 8 December 2012Experience Soweto Day/ Weekend, Soweto Derby 15 December 2012Tshwane Jack Budda cards promotion Feb and March 2013Tertiary Institutions GeePee drive and Experience the Vaal Weekend 14 26

22 Contacts What?Who? Strategy, promotional opportunitiesBarba Gaoganediwe Senior Manager: Corporate Communications 083-446-7844 011-085-2500 Stakeholder engagementCorne Koch Manager: Trade Relations 082-875-2777 011-085-2156 Special offers, sign-ups, renewals, devices, collateral, training, queries, requests, complaints Mputle Dikobe Trade & Marketing Intelligence Specialist 083-453-5796 011-085-2171 E-marketingKay Robertson Manager: E-Marketing 071-603-8083 011-085-2157 25 26


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