Public Relations
Case Study
Waterberg - Nicklaus - Els Golf and Game Reserve

Siyenza Management was appointed to work on the project in December 2004 and has been involved in all facets of the marketing campaign, including the development of the brand and logo, brochures, website, video and all other marketing material.

Further to this Siyenza handles all Public Relations on an international basis for the Development which incorporates working with the Jack Nicklaus and Ernie Els Communications Teams globally.

Siyenza adopted a phased approach to launch the project to all stakeholders this included:

Phase 1

A launch media release was issued in December 2004 announcing the Development and the collaboration between Ernie Els and Jack Nicklaus. A comprehensive email campaign was undertaken to test the market's reception to the Development. This involved an email be sent to 20,000 prospects from the Siyenza database.

The second phase of the campaign incorporated the introduction of Waterberg to the media, stakeholder and golfing community. We embarked upon a Launch Day with Ernie Els on site at Waterberg on the 11th February 2005. The media were hosted for the entire day at Waterberg and had the opportunity to interact and have lunch with Ernie. Specific interviews were held with him and we received phenomenal television coverage. The media were also given a guided tour of the entire development to familiarise themselves with the estate.This event was critical to achieve understanding and buy-in from the media for the Development to further enhance future publicity. Numerous Golf Pros based throughout South Africa, were specifically invited to help in the promotion of future sales for the development. An additional element of Phase 2 was the introduction of the development partners to key corporates and potential Waterberg Partners, i.e. BOE & BMW.

Phase 3 incorporated the following events:
1. Pam Golding Expo at Nelson Mandela Square
2. Sales Launch at the World of Golf
3. The Jack Nicklaus Site Visit

This phase furthermore incorporated the appointment of Pam Golding International and their participation in the above mentioned events. The core focus of this phase was to generate hype and sales of Waterberg Stands. In terms of the sales made to date (in excess of R200-million) we believe that the build-up to and the events of Phase 1 - 3 have proven to be highly successful.

Through the activities undertaken to date, Siyenza has generated in excess of R600 000 worth of media exposure for the Development. This is discounting the coverage obtained on websites world-wide as we are unable to equate a Rand value to these.

This is a brief summary of what has been undertaken to date and we are able to provide you with a comprehensive breakdown of what has been achieved should you so wish.