For
the second year in a row, EXP has exceeded expectations for the Tropika Island of Treasure PR campaign
by delivering R 25 million in editorial coverage! Conceptualised
and produced by Stimulii, Tropika Island of Treasure is a reality TV show that
takes 7 celebrities and 7 public players (who enter the show via an on-pack
promotion) to an exotic island location where they must compete in daily
challenges to stay on the island another day and stand the chance to win the
ultimate R 1 million prize!
Season
5 saw 14 players travel to the Caribbean island of Jamaica where SA hip-hop
artist Da L.E.S was crowned the ultimate winner. This year the show moved from
e.tv to a prime time slot on SABC 1, and with its highest viewership figures
over the 3 million mark, the show ranked consistently in the top 5 reality
shows and even the top 10 regular shows on TV (across SABC, e.tv and Mnet)
during its 10 week run on air.
The
PR campaign commenced in July 2012, with a massive launch event where the 7 hot
celebs for Season 5 where announced, namely: AKA, Da L.E.S, Mario Ogle, Pearl
Thusi, Jay Anstey, Phuti Khomo, and the late Reeva Steenkamp. This was followed
by a 3-month call-to-action campaign after which the 7 lucky public winners
were chosen and announced in the media. The series was filmed in November 2012,
and the pre-publicity for the show began in January 2013.
A
5-star, Jamaican-themed viewing session was held for the media in February 2013
where they were treated to an exclusive look at the first episode of the show
and had the opportunity to interview all 14 players. This was followed by the
on-air campaign for the duration of the show, and profiling of the winner, Da
L.E.S.
The
total media coverage across broadcast, print and digital amounted to R 25
million over the 9-month period.
The
outstanding media support throughout the campaign is testament to the growing
success and popularity of the show, as well as EXP’s excellence in creating and
executing top-notch PR campaigns that deliver results.
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