Fathers Day Project Report

Cape Union Mart Father’s Day

Coverage Report

Campaign Objectives•Prior to 2014, Cape Union Mart had not proactively pursued any editorial coverage around Fathers Day.•Influence was tasked in April to identify whether the agency could secure any coverage around Fathers Day.•Relevant media were targeted, with a specific focus on short lead media.•The resulting campaign was quite successful, despite a relatively short timeline, showing that there is an appetite amongst media to proactively receive product news from Cape Union Mart and K-Way.

Campaign Overview •Number of pieces of coverage: 14 •Total advertising value of coverage: R86 609,36

Recommendations for 2015•Kick the 2015 Fathers Day publicity campaign off by the end of March at the latest so as to ensure that relevant magazines can also be targeted, vs the 2014 campaign which mainly focused on short lead media due to timing available.

Project Summary

Print Coverage

Get It Emalahleni

Get It Highway

Online Coverage

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