Amarula Best Retreats in Africa Awards 2008. The Concept The “Amarula Best Retreats in Africa Awards” is an annual celebration showcasing the best and.

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Presentation transcript:

Amarula Best Retreats in Africa Awards 2008

The Concept The “Amarula Best Retreats in Africa Awards” is an annual celebration showcasing the best and most innovative of Africa’s Retreats. The initiative was launched in May 2008 at the Travel Indaba, culminating in a Gala Awards evening in October, when Africa’s finest were announced. The Awards are focused on celebrating and rewarding the diversity and richness of African retreats. And to showcase excellence within the African Luxury Travel Industry. A panel of prestigious judges were tasked to select the superior Retreats in various categories. Consumers were also invited to vote online for their favourite establishments, driven by iafrica.com, ensuring that the selection process reached well beyond the travel trade audience and into the homes of the consumers. 10 prestigious categories were selected by both headline sponsor, Amarula, and the Total Media Team.

Categories 1: The Best Retreat in Africa 2: Most Innovative Retreat in Africa 3: The Best Designer Retreat in Africa 4: The Heritage and Culture Award 5: The Ultimate in African Cuisine 6: The Leading Eco Retreat in Africa 7: Service Excellence Award 8: The Leading Wellness Retreat in Africa 9: The Consumer’s Choice Award 10: The Heart of Africa Award Our Aim To showcase, honour and reward excellence in the Luxury Establishments of Africa. Promote growth and development in this important industry. Inspire excellence, innovation and creativity among the entrepreneurs and teams involved Generate media interest among consumers regionally and internationally in the diversity of Retreats on our continent, and in so doing, drive additional business to the region.

Achievements Champions of Africa The sponsorship of The Amarula Best Retreats in Africa Awards has positioned Amarula as an authority and leading brand that champions the best of Africa. By being the headline sponsor Amarula has been able to take ownership and control of the concept which has had great benefit for the brand. Consumer Engagement The concept was exposed to thousands of consumers through: a two-week promotion on iafrica.com,- positive publicity in lifestyle media,- exposure on the websites of the majority of entrants and the Amarula website. The winners have all added info about the awards to their websites and signatures – which will ensure that awareness will grow. The title of the Awards ensures that the first word to be read is always “Amarula”.

The initiative created great news and publicity for Amarula – with over 4 million Rands worth of media exposure being generated in trade and lifestyle media, across online, news, television, radio and magazines. And this is an on-going process. The next step is to get journalists to visit the winning retreats and write about them. With Travel being one of the key online searches – this initiative gives Amarula great content to share with travellers. The initiative has great international appeal. Total Media are working with the international team to leverage the news value internationally. Ultimately this sponsorship has allowed Amarula to position itself as an authority on up-market African travel and the brand is now synonymous with luxury. The event has generated a media coverage value of R4,000,000. The initiative also generated a Silver PRISA award for Total Media.