A new World Design Capital: Cape Town 2014 project by advertising agency Radar is on the radar, so to speak. The new platform is about creating a space where young artists, keen to get into advertising, can present their work specifically to creative directors and corporate art buyers, while learning key commercial skills. To promote this project, WDC: Cape Town 2014 has partnered with Provantage Media Group to advertise at Cape Town Station.
The World Design Capital: Cape Town 2014 messaging is at the centre of the concourse and is highly visible to the key target audience. The new project is concerned with the promotion and assistance of young artists and the lightbox is strategically positioned in an area that enjoys foot traffic from key artistic and cultural hubs in the Cape Town city bowl.
“The messaging is bold, clear and striking and on a lightbox that is exposed to hundreds of thousands of commuters walking to the ticket office as well as pedestrians using the station as a thoroughfare between the Artscape Complex and Golden Acre. Furthermore, thousands of people flow into the station’s concourse area from the taxi rank above the station,” says Bruce Spilsbury, Account Executive Provantage Media Group.
“Train Stations are an ideal fit for advertisers wishing to reach consumers in the LSM5-8 grouping, which constitutes the bulk of rail commuters. In terms of reaching this consumer group in an environment that offers high dwell times, because commuters spend ample amounts of time waiting or in a captive environment, train stations provide opportunities for focused messaging and relevancy,” explains Spilsbury.
“People travel twice a day and on average they spend 80 minutes on platforms and 68 minutes on trains – this providing substantial time for brands to engage with them. World Design Capital: Cape Town 2014 were after high frequency and massive audiences to get this project message out there; with Cape Town Station this is exactly what the brand is getting,” concludes Spilsbury.