What is “I’m a GeePee Programme?”
I’m a GeePee is a loyalty and travel discount programme that aims to inspire everybody to become
tourists in Gauteng through dialing up affordability using compelling special offers; and personal
loyalty and sense of identity (for Gautengers) using provincial ambassadors and peer
recommendations, amplified on all marketing channels.
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Target Market
‘I’m a GeePee’ aims to mobilise Gauteng residents to
become tourism ambassadors of their own province
and so encourage others to visit Gauteng
The main focus is on encouraging domestic tourism
(inter- and intra-provincial), but does not exclude
international visitors (Gautengers are GeePee's, but
everyone can own the line ‘I’m a GeePee and this is
my Gauteng’ when they visit Gauteng)
A key segment is the ‘young and upcoming’ emerging
market of 18-40 year olds, because of their lifetime
value and physical embodiment of the young,
modern, urban ‘I’m a GeePee’ programme
This target market very much epitomise what Joburg
represents, urban appeal, fresh, evolving and go
getters
It is for this reason that I’m a GeePee programme
needs to be anchored by the City of Joburg
I’m a GeePee, I rock Joburg!
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Objectives by March 2013
15,000 GeePee’s
Use specific media
channels, events &
campaigns
100 Product Partners
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GeePee Product Partners
Product Type
GeePee Product Partners
Accommodation
Satyagraha House; Toadbury Hall; The Crown Plaza
Rosebank; Mongena Game Lodge; N’Shonalanga Valley
Resort; Maropeng Boutique Hotel; Alpine Attitude
Boutique Hotel; Sunward Guesthouse B&B; The Waterfront
Court Lodge & Spa; Kopanong Hotel & Conference Centre;
Avianto; The Farmhouse Hartebeestfontein; Elizabeth
Lodge; Mogale Country Lodge; Midrand Executive Hotel;
Vaalnest Boutique Hotel; Idwala Boutique Guest House
Tour Operators
AirVentures; Soweto Outdoor Adventures; Wild Caves
Adventures; Tapimanzi Adventures; King & Queen Tours &
Coaches; Fundani Tours; Aahaah Shuttle & Tours; Barbus
Haven Fly Fishing; Tsheola Dinare; Liquid Lounge
Attractions
The Market Theatre; Mandela House Museum; Origins
Centre; Maropeng; Constitution Hill; Johannesburg Zoo;
Apartheid Museum; Pretoria Art Museum
Other
Michellecorp Hospitality Training, Joburg Sightseeing (Hop
on Hop off bus)
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GeePee Ambassadors
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Penny Lebyane
Lerato Kganyago
Mmasechaba Lekalake
Kwela Tebza
Danny K
Sipho Mabusa
Pops Mohamed
Wouter Kellerman
PJ Powers
Arthur & Chomee
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
Craig Jacobs
Sonia Motaung
Nkepile Mabuse
Lionel Skink
Zee Samodien
Jojo Tsheola
Kgomotso Pooe
Lebo (Lebo’s Backpackers)
Jo Buitendach
Zandile Dhlamini
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Current Campaign
Experience the GeePee Life this
Summer!
Range of events, attractions, experiences and GeePee offers showcased on
multiple channels incl. community radio; newspapers; social media; mobile;
online; billboards; in-flight; shopping malls; TV; etc.
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Value Proposition for Joburg Tourism
•We are proposing a partnership deal with Joburg Tourism to have JTC as one of the GeePee
programme official partner
•This partnership will entail, a tailor-made GeePee Joburg card that will work also on all GeePee
partner sites across the province with Joburg co-branding at the back
•Joburg Tourism can also co-brand the card with some of the city’s properties that adds value to the
tourism value chain or form part of the attractions
These includes:
• Reya Vaiya Buses, Joburg Parks, Stadiums, Joburg Theatre etc
• These properties services can be bundled into the GeePee Joburg card but will also be available
on the entire programme
• We are looking at joint card promotions at the City of Joburg events and partnered events like,
94.7 cycle challenge, Run the City Marathon, Joburg Day etc
•By being a valued partner JTC will have access to over 12500 and growing GeePee database and
be able to invite to events, offer special and communicate some of the city's specials to travelers,
tourists and wanna be
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Access to Programme Intelligence for Joburg Tourism
• As indicate, this programme and partnership gives JTC access to the GeePee database but not only
that, access to consumer profiles, monthly and quarterly usage reports
•It gives JTC an opportunity to select Joburg specific data on Joburg specific products performance
and traffic and align the city’s marketing and promotion efforts towards its products
•Have specific events campaigns and link the GeePee partners in those specific areas like Randshow
activation with the adjacent products and create a GeePee Joburg Randshow specials, GeePee
AFCON opening weekend special and be able through a dedicated SMS line have a mobile campaign
that links with the main programme i.e. conducting activations at these events and have a special
clients engagement programme through a GeePee SMS line SMS GP Randshow to 33090 we can
have those registering and being entered into a specific competition at the show and in the process
win some prices but register as members
•The platform could be used to also communicate URGENT municipal info like electricity cut offs to
both consumers and partners or products
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What are we looking for from potential
partners ?
•
Joint initiatives to promote the programme including
activations
•
Butter deals ranging from products partnership, cash and inkind contributions, competitions, trade exchange etc
•
Opportunity to use other platforms i.e. websites, digital
campaigns, social media linkages etc
BENEFITS
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Product Partners Benefits
Multi-platform marketing exposure
Authority endorsement and influence
Ability to align with GTSS & GEGDS
Ambassador endorsements & PR
opportunities
Point-of-sale and window display
collateral
State-of-the-art technology provided by
global
specialist
No fees and no booking or referral
commissions
Co-branding opportunities
Provincial loyalty and discount umbrella
Programme with strong pride and identity
linkage
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Access to our technology partner
Base, (JSE listed Blue Label telkoms)
PARTNERSHIPS
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Product Partners Action List
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GeePee Offer Types
The following offer types are available for GeePee specials:
Buy ONE get ONE Free
Buy TWO get ONE Free
10% off
15% off
20% off
25% off
30% off
Family bundles, kids are free
Single admittance (100% free)
Multiple admittance (100% free always
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GeePee Categories
Action & adventure
Entertainment & events
History & heritage
Leisure & lifestyle
Arts & culture
Nature & wildlife
Accommodation
MICE
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FUTURE
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What is on the horizon?
Convenient partner portal to manage & track performance, order
collateral, submit offers
Seamless integration between digital GeePee platforms
Devices and collection points launched across all 5 regions: Maropeng;
Sterkfontein Caves; Apartheid Museum; Mandela House; Constitution
Hill; GTA offices; ORTIA Visitor Information Centre; Sandton Visitor
Information Centre
Event activations throughout summer; student activations for start
2013
Programme extensions e.g. transport network & sport events
Ongoing growth, enhancements & stakeholder engagement
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OPPORTUNITIES FOR JOBURG
•Alignment with a recently refreshed programme with state of the art and new futuristic technology
•Plug and Play immediately with ability to load almost all JTC products and partners seamlessly into
the programme and be able to generate reports and manage progress
•Joint Marketing and Branding Opportunities
•Tap into Blue Label’s 140 000 points of sales in the country and take the Joburg brand beyond our
confines
•Cross sell the city’s products with other regions thus offering more value for a tourists or traveler
•Cost effective programme and ability to align with provincial programmes
•Ability to bring in multi distribution networks like VIC’s, service points etc
•Form part of an integrated City Region’s Domestic Tourism Promotion Programme
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Collateral
On your signed-up Product Partner CD, you will find the following collateral artwork that will assist
you in promoting your GeePee specials:
•GeePee sticker giveaways for GeePee traveller sign-ups
•GeePee window display Product Partner stickers
•A5 GeePee promo flyer for summer campaign
•GeePee Partner logo (for use on partner sites & partner print collateral)
•Videos
•Presentation
You will also receive the following as required:
FAQs for Point of Sale
Devices & cards (optional; to purchase, plus training)
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GeePee Summer Campaign Activation Schedule
Date
Event
16 November 2012
Gautrain activation ( New cards registration and promo drive)
17 November 2012
Neighbourgoods market (New cards registration and promo drive)
1 December 2012
Sansui Summer Cup
2nd December 2012
Arts on Main Activation
7 December 2012
DED Group Sports Day
8 December 2012
Experience Soweto Day/ Weekend, Soweto Derby
15 December 2012
Tshwane Jack Budda cards promotion
Feb and March 2013
Tertiary Institutions GeePee drive and Experience the Vaal Weekend
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Contacts
What?
Who?
Strategy, promotional opportunities
Barba Gaoganediwe
Senior Manager: Corporate Communications
barba@gauteng.net
083-446-7844
011-085-2500
Stakeholder engagement
Corne Koch
Manager: Trade Relations
corne@gauteng.net
082-875-2777
011-085-2156
Special offers, sign-ups, renewals, devices, collateral,
training, queries, requests, complaints
Mputle Dikobe
Trade & Marketing Intelligence Specialist
mputle@gauteng.net
083-453-5796
011-085-2171
E-marketing
Kay Robertson
Manager: E-Marketing
kay@gauteng.net
071-603-8083
011-085-2157
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THANK YOU
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