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UPDATE
Expose. Educate. Empower. Wednesday, 9 April 2008
Wwww.publicityupdate.co.za

PUBLICITY NEWS The International Association of Business

Communicators (IABC) has named J.W. (Bill)
Mortimer Harvey has Mar r iot t, J r., c h air m an an d CE O o f M ar r iott
won a Gold PRISA PRISM International, as the recipient of the 2008 Excellence in
Award in the category Communication Leadership (EXCEL) Award. The
Financial Services and EXCEL Award is the organisation’s highest award given
Investor Relations, for to non-members, and recognises individuals who
ABSA’s launch of exhibit strong leadership in fostering excellence in
Barclaycard in South Africa. organisational communication. Marriott’s leadership
Campaigns entered into the spans more than 50 years, and he has taken Marriott
prestigious PR PRISM Awards had to demonstrate a from a family restaurant business to a global lodging
high standard of excellence in a number of programme company with about 3 000 properties in 68 countries
aspects, which the Barclaycard Public Relations here for more.
and territories. ClickLhere
campaign displayed.
The recent Joburg Art Fair,
The KZN PRISA whose necessary publicity was
AGM was held at the managed by Buz Publicity, has
ICESA City Campus in firmly established South Africa as
Pietermaritzburg last an essential stopover on the global contemporary art-
week. At the event, the buying calendar. More than 6 500 people attended
2008/9 committee was Africa’s first contemporary art fair held at the Sandton
voted in. The Convention Centre, and satellite venues with nearly
committee consists of R30 million worth of art work sold during the four-day
R o s h n e e P i l l a y a s PRISA President Mixael de Kok art bonanza. Says Ross Douglas, director of Artlogic
and KZN Chairman Roshnee Pillay
chairperson (serving and the brains behind the art fair: “It exceeded all
her second term), Thembisa Mjwacu (Vice expectations. We were particularly pleased that there
Chairperson ) and Lungile Zungu (Secretary), as well were so many first time buyers at the fair, and also with
as the following executive members: Susanne the tremendous support from both the public and the
Ramsunder; Alma Maxwell; Renitha Rampersad; here for more.
media”. ClickLhere
Chris Skinner; Mags Verasamy; and Kamille
Padayachee. Kamille and Thembisa are new NEW ACCOUNTS
members to the committee. At the AGM were PRISA
President, Mixael de Kock APR and CEO Margaret Eclipse Public
Moscardi, PRISA. Maxwell told Publicity Update, Relations has added
“Mixael inspired us all with his speech on global potato chip brand,
volunteerism and Roshnee outlined some exciting Pringles, to its consumer client portfolio. Commenting
plans for the year ahead. We look forward to seeing on the account gain, Business Unit Manager Cape
all KZN members at these events and hope to be Town, Gavin Etheridge said, “The Pringles brand has
welcoming lots of new members this year.” To mass appeal and currently retails in more than 100
enquire about membership, email Roshnee Pillay at countries. Translating and communicating Pringle’s
Lroshnee.pillay@inl.co.za
roshnee.pillay@inl.co.za. key messages for the growing brand-conscious South
African market is a challenge that we are looking
f o r wa r d t o.” Fo r m o r e i n f o r m a t i o n , v i s i t
www.eclipsepr.co.za.
Lwww.eclipsepr.co.za

Amanda Maynard and

KZN Committee members Mags Verasamy, Lungile Zungu,
Roshnee Pillay, Alma Maxwell and Kamille Padayachee
her Kadoro team have
been approached by the
Reach for a Dream
Foundation to assist with its public relations and eventing
initiatives. “In a fiercely competitive donor market, our
mandate includes assisting to build the Foundation’s
brand awareness in order to continuously attract the
requisite funding, while educating the public at large
(and especially not forgetting the youth market, in their
role as future donors) about the work the Foundation
does”, says Maynard. The Foundation celebrates its 20th
here for more.
anniversary this year. ClickLhere
1

A Newsclip Media Monitoring Initiative
T h r o u g h - t h e - l i n e
communications agency, The
Lime Envelope, has gained two
new accounts:
• The Clear Box Company SA
offers strong but stylish plastic boxes, providing
storage solutions for sandals, pumps, stilettos, ankle
boots, knee-high boots and more. The range also
includes storage boxes for accessories, luxury fabrics
and hats, as well as for men's shoes.
• Primedia Face 2 Face promotes and distributes
brands nationally to black consumers in the LSMs 2-
6, and offers its clients a mix between sales,
distribution and face-to-face communication directly
with township and rural consumers. Face 2 Face joins
CineMARK, Bateleur Khanya Research Solutions,
Creative Licence Design, Samplex, SAMRA and Tide
Media on The Lime Envelope's list of clients in the
media and marketing sectors. For more information,
one can log on to Lwww.thelimeenvelope.co.za
www.thelimeenvelope.co.za or
emaill info@thelime.co.za.
Mortimer Harvey has added four new accounts
to its client base:
• McCarthy Vehicle Imports has appointed Mortimer
Harvey to handle all advertising and branding
elements for the launch of the new range of Chery
motor vehicles in South Africa. This includes
customer relationship management, dealership
branding, launches and all above-the-line and below-
the-line support elements.
• Mortimer Harvey succeeded in winning the Mazista
account with powerful creative solutions aligned with
this premium brand, and the agency’s full service
marketing communication services.
• Ideco Group Limited is a South African based
company that provides fully customised biometric
identity management solutions. Mortimer Harvey PR
won the account on presenting a comprehensive
strategy that addressed Investor Relations,
Reputation Management and Marketing PR.
• Insimbi, named after the Zulu word for metal, is
primarily an integrated supply, warehousing and
technical support company that sells some 2000
refractory, ferrous and non-ferrous and refractory
products to the steel manufacturing, foundry, non-
ferrous and cement industries. Mortimer Harvey PR
was appointed to manage all communication for the
listing of Insimbi on the AltX on Friday, 14 March.
Cape Town-based
Splash PR and
Media Consultants
has been re-appointed
for the fourth
consecutive year to
manage publicity for PUMA South Africa, the global
athletic brand that fuses influences from sport,
lifestyle and fashion to produce footwear, apparel
and accessories. The specialist publicity agency has Munslow atLdaniel@newsclip.co.za
also been re-appointed by @home, the homeware
store; Cape Classics; the Table Mountain Aerial
Cableway Company; Kauai; Breedekloof Wine and
Tourism; Reader’s Digest; and the University of
Cape Town Law Faculty’s Professional Education Lalma@newsclip.co.za
Project. Launched in 2001, Splash PR and Media
Consultants specialises in gaining editorial
exposure for its clients in the South African media. Strictly - NO RSVP, NO ADMISSION.
Publicity
UPDATE
Brand public
r e l a t i o n s
agency, RedCube
Agency, has been
awarded the Lipton public relations account. RedCube
is proud to be working on this inspirational brand, and
will focus on Lipton’s “Turn Over a New Leaf”
campaign. The campaign sees an inspirational
approach to living a healthier lifestyle, providing
motivation towards approaching each day with the
same enthusiasm we have towards the new year - the
concept involves getting rid of bad habits and adopting
new ‘healthier ones’ in their place, in a similar fashion
to writing down New Year’s resolutions. This fresh
approach from Lipton emphasises some of the
healthier benefits the brand has to offer as an
alternative to soft drinks, including the presence of
antioxidants within the brand’s product range. Click
here for more.
Lhere
PEOPLE ON THE MOVE
Eclipse Public Relations, recently renamed from
Meier & McEwan, has appointed Jeanné Poultney as its
Business Unit Manager in Johannesburg, to oversee
the support of existing and new clients in the region.
“Jeanné has over 20 years of communications
experience in both the corporate and consumer arenas
and is a welcome addition to our evolving national
team,” said Business Unit Manager Cape Town, Gavin
Etheridge. For more information, one can log on to
www.eclipsepr.co.za.
Lwww.eclipsepr.co.za
EVENT NOTIFICATION
P R I S A K Z N , i n
conjunction with
Newsclip Media
Monitoring, invited public
r e l a t i o n s a n d
c o m m u n i c a t i o n
practitioners to a
networking business
breakfast. Delegates will
have the opportunity to meet with other practitioners
in KZN and enjoy a talk on The South African
Media Landscape presented by Daniel Munslow,
editor of Media Update, and Alma Maxwell, of
Newsclip Durban.
Event details:
Date: Thursday, 15 May
2008
Time: 07:30 for 08:00-
10:00
Venue: Café Vacca Matta, Suncoast Casino
Costs: Thanks to the sponsorship of Newsclip Media
Monitoring, the event is free of charge.
We invite all those attending to submit any burning
questions they may have on the media to Daniel
daniel@newsclip.co.za by no later than
9 May, so they can be addressed during the talk.
Don't forget your business card for lucky draw prizes.
RSVP: By 9 May to Alma Maxwell at Newsclip on
alma@newsclip.co.za or (031) 561 1213.
Regret attendance is limited. First come, first served.
2

A Newsclip Media Monitoring Initiative
EDITOR’S CLIP
In celebration of excellence in
strategic public relations in South
Africa, Publicity Update is running a
series of PRISA PRISM winning
communication strategy case
studies. Today’s highlight is Tribeca Public Relations. The
full case study is available on the Publicity Update
website.
PRISA PRISM Awards 2008
Tribeca Public Relations
Category Launch of a new product or service
Entry title Launch of Floyd's 99 Barbershop
Client Floyd's 99 Barbershop South Africa-
Launch of Floyd's 99 Barbershop
Opening statement (100 words)
The five-month campaign launching Floyd's 99
Barbershop (Floyd's) in South Africa is worthy of a PRISM
Award because it demonstrates an exceptional marriage
of traditional and digital PR strategies that kick-started a
new South African hair-styling movement in the process!
“The Floyd's launch was incredibly successful. The
amount of media support we received was amazing
given our single-store market entry. I'm unaware of any
similar service getting as much publicity or building a
clientele base as quickly.” - Kevin Mackenzie, Managing
Director, Floyd's South Africa.
Opportunity statement
• Floyd's, an American barbershop concept, opened its
first branch outside the USA in Johannesburg in July
2007.
• Aimed at men, women and children, it charges a
premium over its competitors, offering quality haircuts,
colour services, shaves and haircare products.
• Its success would determine the viability of further
expansion throughout South Africa.
• Tribeca Public Relations (Tribeca) was asked to develop
a PR strategy to help Floyd's achieve its business
objectives.
Research
Research illustrated the following pertinent issues:
• A haircut was a low cost, functional necessity for guys;
• Competition included traditional barbershops, unisex
salons and home-based stylists;
• Their services and communication showed little
innovation or creativity; and
• No dominant branded haircare destination existed
where men could get more than a basic haircut.
Planning
1. Launch objectives:
• Build awareness, affinity of and loyalty to the Floyd's
brand;
• Drive understanding and differentiation of Floyd's
services and benefits;
• Give compelling reasons to have a haircut there;
• Secure repeat customers; and
• Drive word-of-mouth referrals.
2. Measurement criteria:
• Five-month revenue and customer targets;
• Female customer percentage of 25%;
• Total loyalty and rate cards distributed;
• Total franchise enquiries;
• Viability of expansion plans throughout the country;
and
• Securing R2 000 000 AVE brand exposure.
Publicity
UPDATE
3. Target audience and desired actions:
 Primary - Male, LSM 8-10, ages 22-45, residing in
northern Johannesburg;
 Secondary - Female, LSM 8-10, ages 22-45, residing
in northern-Johannesburg; and
 Tertiary - Mothers with children aged 2- 18.
 Action required - Get a Floyd's haircut, become repeat
customers, talk about Floyd's to friends and family.
4. Message formulation:
 Messaging needed to reflect the brand-personality of
fun, bold, and iconic, while still appealing to women and
children
 Brand values were authenticity, innovation and a
'great experience'.
 Primary messaging focused on the awesome vibe and
service; secondary focus was great cuts at a reasonable
price.
 The key message was that Floyd's was “An outrageous
new take on the barbershop experience with awesome
service”.
5. Communication channels:
 Traditional media channels: television, radio, print,
online; and
 Digital media channels: Blogs, social networking sites,
YouTube, Facebook, MySpace, viral e-mail campaigns.
6. Message-carrying vehicles:
 Short movie clips as viral teasers;
 Media launch party;
 Floyd's 'Experiences' for media; Floyd's 'Makeovers';
 Use of Floyd's Barbershop for TV production locations
and fashion photo-shoots;
 Interactive Floyd's Facebook group; and
 'Mini-barbershop' at FNB Whisky Live event.
To read the full case study and follow the trials,
difficulties and results, please clickLhere
here.
See you next week.
DANIEL
GET TO KNOW THE TEAM
EDITOR Daniel Munslow
DEPUTY EDITOR Pat McClelland
EDITORIAL ASSISTANT Stefanie Jason
EDITORIAL ASSISTANT Leigh Andrews
MEDIA RESEARCHER Roane Booth
MARKETING MANAGER Vanessa Evans
Publicity Update is published by Newsclip.
Daniel is a member of the Public Relations Institute of
Southern Africa (PRISA), the Public Relations
Consultancy Chapter (PRCC) and the International
Association of Business Communicators.
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and stories about the public relations industry? We want
to hear from you.
You can email us atLpublicity@newsclip.co.za
publicity@newsclip.co.za or call
us on (011) 288-6600.
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