South
Africa’s agency leader in experiential and sponsorship marketing, EXP, recently
assisted in the bringing to life of one of Johannesburg’s best loved “Bigger is
Better” festivals – the MTN Festival, held at Montecasino from the 31st
August – 14 October 2012.
Encompassing
all things big, bright, bold and breathtaking, the MTN Festival is the epitome
of non-stop lifestyle entertainment for the entire family. For a marathon 45
days Jo’burg and visitors to the MTN Festival were treated to grandiose
entertainment from bizarre buskers and street performances, live music concerts
by some of SA’s top artists, exceptional cuisine offerings and non-stop
children’s activities, this year’s MTN Festival promised to be on the top of
all Jo’burgers bucket list.
EXP was
tasked with the fulfillment of the ‘larger than life’ experience, an
undertaking that EXP managed to deliver in every sense of the word. From operational and branding implementation
leading up to the launch of the festival, expert event and activations
management on all events throughout the festival and overall public relations
and reputation management, EXP was involved from the inception to ensure that
all aspects of the festival were planned for and managed throughout the
campaign, ensuring a complete MTN Festival branding and activations take over
was accomplished throughout the Montecasino precinct.
To
add to the experience was the first of its kind augmented reality MTN Play Zone
that was launched during the festival with phenomenal response received. VIP
guest and media hosting was arranged for a number of events throughout the MTN
Festival, with guests being treated to exceptional entertainment and service.
The entire festival was celebrated in true MTN fashion on Saturday, 13th
October during the MTN Day festivities.
EXP was responsible for the implementation and running of the day and
all activities including giant jumping castles, pedal go-karts and
entertainment for the children, stage management and activation of the live
musical acts as well as cycling and football tricksters, competition giveaways
and overall fun in the sun for everyone!