Sanlam Investments has sponsored the FoodWineDesign Fair in Johannesburg since 2010, as it allows the brand to target an affluent Gauteng market and build on its credentials as a tailored, individualised offering brought by professionals with a passion for their investment approach. The Fair’s craftsmen have the same ethos – specialists who are dedicated to creating bespoke offerings.
Traditional media relations ensured the Fair was listed as a 'must-do' event for the month of November in consumer magazines, short lead lifestyle titles, and regional as well as national radio stations. Blogger relations as well as partnerships with four key Jo'burg-based bloggers ensured that the Fair was widely publicised on social channels, with partnerships ensuring that the Sanlam messaging was highlighted. The creation of four video interviews with exhibitors resulted in interesting content that was used across the Fair's owned channels, by bloggers and as b-roll footage for TV crews. A media and blogger launch event was hosted to create excitement within this influential group in the lead up to the Fair.