Primedia Unlimited’s activation division Mall Active gave South Africa’s Olympic athletes a memorable send off at OR Tambo International Airport (ORTIA) by giving their supporters an opportunity to send their best wishes and the opportunity to take pictures with the athletes before their departure.
On the day the athletes departed a Mall Active conceptualised and designed ACSA Fan Zone paid tribute to the sports men and women who are representing South Africa at this year’s London 2012 Olympic Games.
Sponsored by Lead SA, a main event was held in the international conference centre where the team, dignitaries and supporters congregated for the official send off. Special guests had the opportunity to address the crowd and each of the team’s captains had the opportunity to address their supporters.
Mall Active GM Travis Brown says; “The Fan Zone was setup to give fans the chance to show their support for the SA team. The Fan Zone consisted of a signing wall where South African’s could write a good luck message to the team and photo opportunities with the athletes.
“Two Glam Cam pods were also set up where consumers could take pictures of themselves which were then printed with a Fan Zone logo and the Facebook URL. All pictures taken were uploaded to the ORTIA Facebook page for fans to share with their family and friends later that day.”
The send off received valuable radio coverage via a live 702 broadcast with commentary from Aki Anastassiou and Bongani Nxumalo from 94.7 Highveld Stereo. Supersport, SABC, eTV and numerous print media also included the Fan Zone in their coverage further maximising value for ACSA and ORTIA.
Brown adds that the beauty of the Fan Zone activation is that it can easily be replicated for other brands wanting to support South African teams across a variety of sporting codes, for example Springbok cricket or rugby send offs.