Biz-Community (Cape Town)

5 February 2014

South Africa: GWM Sponsorship Ensures Activation Rights At Seven Events

Having partnered with Seed Experiences' 'Vodacom in the City' event in 2013, Great Wall Motors (GWM) will provide five vehicles to further events in 2014.

Arranged by One-eyed Jack (@OneEyedJackSA), an entertainment industry's specialist communications agency, GWM will get activation rights at We Are One Colour Festival, UB40's South African tour, Sowing the Seeds, Rocking the Daisies, Jameson Vic Falls Carnival and two confidential international tours that the agency has up its sleeve - all ideal for a brand wanting to reach an 18-35 audience.

The Seed Experiences management team has selected five vehicles, ranging from top-of-the-range SUVs to sturdy pick-ups, and will put them to good use at their 2014 festivals.

Perfect partnership

"This is the perfect partnership for these two brands," comments One-eyed Jack's sponsorship director, Manuela de Deus. "The Chinese marque is relatively unknown to the youth market, so what better way to earn street cred with students and young professionals than to position itself with music by partnering with one of South Africa's top festival teams. Seed is becoming known as the festival brand that delivers excellent partnerships, so it is only fitting that its directors drive sponsored vehicles to cement this observation."

"GWM is very excited to team up with Seed experiences for a number of high-profile events in 2014," adds Tony Pinfold, CEO of GWM SA. "The company is currently in the process of launching four new models onto the local market, most of which take the brand into market segments it has not competed in before. These new models are mostly aimed at younger, adventurous, urban consumers. This is in line with the character of the brand's upcoming mini-crossover, the M4."

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