Issued by: Jacaranda 94.2


"The annual Valentine's Day Cruise was a resounding success, selling out three months in advance," says Alan Khan, MD of Jacaranda 94.2. "The response was simply overwhelming."

The cruise was promoted on air from November 2006 until mid-February 2007. Broadcasting 20-second live reads on air, the event was also promoted via the station's website. A dedicated page with all the cruise details ran for a 14-week period featuring Danao branding and product details.

For Danao, the promotion lent itself to carrying its summer campaign through-the-line and especially in-store. During the build up to the cruise, promoters gave away scratch cards with purchases of the Danao product in-store, giving consumers the opportunity to join the Jacaranda 94.2 team on board the Love Boat. Additionally, there were hundreds of spot summer prizes to win.

For Jacaranda 94.2 listeners, the Love Boat 2007 cruise neatly dovetailed with the station's 'Feel Good' positioning. "It was a great summer getaway for fans of the station, giving them the opportunity to meet their favourite jocks and allowing us to profile some of our newer on-air talents," says Alan.

Jacaranda personalities along for the voyage were Kieno, Clayton Robbertze, Tove Kane, Dewald Noel (RMFM), Martin Bester, Andrew Sorril, Derek Richardson, and popular medium Michaela.

The fun never stopped

Dr Victor and the Rasta Rebels were on board to entertain the guests on the luxury cruise ship. Other themed activities included a 'Singles' evening, a 90s disco evening, a Mr Personality competition and interactive game shows. Michaela was also on hand to do one-on-one readings. The fun didn't stop there! On the island, there was beach volleyball and a guest DJ.




Danao and Jacaranda 94.2 - the perfect match

"The sponsorship of this event offered Danao high visibility for its product. From on-air mentions and website branding, right to co-branding on board and sampling opportunities," says Alan Khan.

Tracey Lee, Marketing Manager, Danao agrees: "The sponsorship of the Love Boat was ideal for Danao allowing the brand the opportunity to be part of an event that's in line with our product's positioning and summer feel and it enabled us to encourage sampling of Danao."

"Danao is a brand that benefits extremely well from trial. The sampling opportunities on the Love Boat cruise was a great way to engage consumers and have them experience the refreshing product first hand. Danao is a mixture of fruit juice and yoghurt and a healthy alternative to other beverages on the market," explains Tracey.

"The Love Boat proved to be the perfect vehicle to bring the brand to life and to reach the target market. The campaign ran from December through to February - peak seasons in the beverage category - allowing the Danao brand to enjoy high exposure over this key period. The relaxed summer environment was ideal for Danao."

Cupid On The Loose

Another element that elevated the Love Boat event was Cupid On the Loose. Before the cruise, listeners of Jacaranda 94.2 were asked to enter photographs and short descriptions of themselves. Listeners were encouraged to visit the station's website and vote for the couple they thought were best suited. The pair selected got the chance to win the last two cabins on the floating palace.

Winners Quentin De Villiers and Shelley Mullany were collected and chaffeured to the airport in Jacaranda 94.2's branded Dodge Calibers, flown out to Durban and entertained the whole weekend.

Says Tracey: "From a branding point of view, a perfect opportunity was created to tie in our marketing message of the 'perfect couple' of fruit juice and yoghurt with Jacaranda 94.2's Valentine promotion where the perfect couple was chosen to go on the cruise."

Due to the success of this year's cruise, the relationship between both parties are positive and Danone Clover looks forward to partnering with Jacaranda 94.2 on future ventures. "Both Jacaranda 94.2 and RadMark were very accommodating and assisted in making this a very rewarding and positive sponsorship for our brand," concludes Tracey.

Visit our PRESS OFFICE: South Africa's largest independent radio station Jacaranda's 94.2 is already famous for commanding a whopping 2.6-million listeners, who loyally tune into to hear Life's Greatest Hits day after day. But now there's even more reason to sit up and listen to what the station has to say...- more....

[10 Apr 2007 16:35]

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