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Case Study: World Food Day for InterContinental Towers
Background
 16 October 2009 was the United Nations World Food Day, and as it turned out, PURE Communications got more and better media exposure through our event than the United Nations itself! Well, maybe not, but this was a wonderful and successful event.
Our client, InterContinental Sandton Towers, invited 20 orphans from Sparrow Ministries as a declaration to fight against world hunger. This is an annual charity event that The Atrium Restaurant hosts for World Food Day.
The Sparrow Ministries is a Roodepoort-based charity that the InterContinental Sandton Towers has selected to support as an acknowledgement of the great work they are doing in providing care and comfort to both adults and children who have been infected or affected by HIV/AIDS. They believe in health and hope and serve as a Hospice for the terminally ill as well as a Children’s home for AIDS orphans.
It was 20 of these children who will be treated at the Atrium. Sparrow Ministries provides services to communities in Gauteng, Limpopo, and Bloemfontein.
The Event
PURE Communications prepared an invitation and media release, and then put its media machine to work. Well, not just the media machine, but its celebrity machine as well.
On the celebrity side, Some of SA's most recognizable faces, TV presenter Thuli Zulu, Rhythm City actress Relebogile Mabotja and Selimathunzi presenter Kaos donned white aprons to serve the children their hamburgers and ice cream. The highlight came after lunch, with YFM’s DJ Spu joining the festivities and entertaining the children.
The Media
In the mainstream broadcast media, we managed to attract KayaFM and SABC Radio News ran news bulletins that evening. For the niche broadcast media, Soweto TV can and ran the event as their lead story running 3 minutes 45 seconds at 6pm, 7pm, and 8pm. Channel Africa ran the event over the weekend, and the Sowetan ran a terrific story the following Monday.
Most of all, one of SABC1’s most popular presenters, Kaos, featured the event on Selimathunzi the following Saturday. |
