“We are absolutely delighted by the response to our new flagship facility,” says CapeNature marketing manager, Lucinda Witten.

Advertising agency Fresh Brand Activation is responsible for the PR launch of the facility. “We used an innovative approach to invite media which, in keeping with the nature reserve theme, included the delivery of an invitation on seeded paper accompanied by a yellowwood sapling,” explains Fresh BA MD, Natasha McClymont. “The uniqueness and sheer beauty of the Reserve is itself a great drawcard and our fresh approach to the traditional media invitation enhanced it.”

“We believe public relations is one of the most effective tools in marketing and so we invested much of our energy into facilitating the media. Firstly, we invited carefully selected media to the launch itself in order to ensure that we reached the varied target markets identified, secondly we provided them with top notch photography and concise information pertaining to all aspects of the facility – such as the sustainability features of the cabins, interior design, landscaping, architecture and the tourism features - and thirdly, we hosted a well orchestrated function at which the media, stakeholders and VIP guests could experience the facility first hand.”

The time and effort invested into the PR launch yielded excellent results with coverage valued at over R700 000 – a return on investment of over R23 000 per journalist attending the launch function.

The Oudebosch cabins received coverage on television, radio and online media, as well as in magazines, newspapers and community publications. Angles covered included: travel and tourism, sustainability, local economic development, décor and landscaping, and architecture and construction.

“While media coverage is important, it is a means to an end. The most important thing for us is that our client’s goal has been achieved – the Oudebosch cabins have made their mark and are now a must-visit for tourists and locals alike.”