Brand Strategy and Brand Identity Development: The Eastern Cape Tourism Board invited Expressions of Interest from branding and marketing specialists to confirm the Eastern Cape Tourism brand and, in alignment with this, to develop a Brand Architecture for Eastern Cape Tourism that spoke to consumers, employees and stakeholders and would be reflective of the Eastern Cape Tourism Board’s vision, mission and product promise.

Action Steps

• Stakeholder interviews
• Competitor benchmarking
• Communication tool check-up
• Brand Hypothesis, Brand Validation
• Brand Identity Development
• Concept for Brand Communication and launch

Outcome

• A clearly defined Brand Strategy, Brand Positioning and Brand Essence of the Eastern Cape
• A clearly defined Brand Architecture
• A detailed definition of the Brand Identity: Brand as an Organisation, Brand as a Product, Brand as a Person, Brand as a Symbol

visit website of Eastern Cape Tourism Board

Brand Design, Exhibition stand support: Chatroom assisted Pamodzi Gold through consulting, brand design and support at the Mining Indaba exhibition.

Pamodzi Gold Limited is a JSE listed gold mining company with assets on the Witwaterstrand gold basin on South Africa. The junior Gold Mining Company had been through an eventful year 2008 with several challenges in both operations and funding.

Action Steps

• Brochure development: concept, idea and design; content and copy development; co-ordination of printing
• Communications consulting before the Mining Indaba
• Support at the stand during the Mining Indaba

visit website of Pamodzi Gold

Corporate PR and Communication, Brand Launch, Advertising: Maersk Line needs an annual print media campaign focusing on the company’s different areas of expertise, enhanced by regular editorial coverage and interviews with key management. Chatroom also handled the launch of the new Maersk Line brand in South Africa in 2006.

Action Steps

• Photographs of Maersk ships, containers, operations and related features
• Development of print campaign with three motives (Reefer, Relationship, E-commerce)
• Analysis of industry media and relevant features, development of media plan
• Booking of advertisements
• Media liaising: Securing editorial coverage, interview briefs, editing
• Brand Launch event management throughout South Africa
• National Brand Launch implementation, electronic brand launch tools, e.g. AV, multimedia show
• Print advertising and marketing collateral for Maersk Namibia and Maersk Mozambique

Outcome

• Brand Launch Campaign
• Print Campaign
• Annual media plan for South Africa and Namibia to maximise coverage in relevant publications and features
• Free editorial nationally, interviews with MD and key personnel
• Profiling of management
• Key messages for PR purposes
• local Maersk image library for advertisements, advertorials and other purposes

visit website of Maersk Line