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In the summer of 2014, Johannesburg joined the ranks of elite shopping destinations like Dubai with the Joburg Shopping Festival. Our client, Gauteng Tourism Authority, needed a way to launch the international shopping festival to the local and African market and encourage shoppers to explore the regions where the festival would be held: Sandton City and Oriental Plaza. We created content around attractions in each shopping venue, amplified with Bought Media support, and collaborated with Mika Stefano, a fashionista who has the insider scoop on the fashion and entertainment industry. Then we beat our own targets, and got a live podcast on Cliff Central.

The results

Facebook page likes


Users reached


A podcast on Cliff Central with our influencer talking with the CEO of Joburg Shopping Festival. Content highlighting attractions in the area received an average time on page of 03:29 – an increase of 34 seconds over the monthly site average. Articles included “Explore Sandton and its surrounds” and “Joburg Shopping Festival deals at the Oriental Plaza”.



Click through rate




Create awareness of Gauteng as an international shopping, entertainment and lifestyle destination. Highlight the Joburg Shopping Festival as one of the events which make Gauteng a sought-after destination to visit. Encourage attendance to and engagement with the Joburg Shopping Festival. Position Gauteng as a premier destination with multiple entertainment options available in close proximity.

Driving visits

Real-time, on-the-field social media coverage resulted in increased engagement website over the period of the shopping festival.733 blog post views promoting ticket sales

Gauteng Tourism

Joburg Shopping Festival