This document provides an overview of the Soweto Festival Expo, which will take place from September 26-28, 2014 in Johannesburg, South Africa. The expo aims to celebrate the culture and heritage of Soweto while promoting economic development. It will feature a variety of activities including musical performances, arts and crafts exhibitions, a tourism expo, food vendors, and a business expo. The event targets local residents, youth, small businesses, and international visitors. Marketing efforts will leverage media partnerships to promote the expo and its sponsors.

1. Good morning
Bernadate
The need to bring the Trojan obstacles courses on board on this event as part of the expo
date is on 26th
to 28 sept.. 2014
Copyright © 2014 Soweto Festival Expo (Pty) Ltd
All concepts and elements contained within this document remain the intellectual property of
Soweto Festival Expo (Pty) Ltd
Table of contents

2. 1. Overview
2. Vision
3. Mission
4. Strategy
5. Target Market
6. Focus Areas
7. Marketing & Communications
8. Legacy Projects
9. Selected Photos from previous
Soweto Festival Expos

3. 1.1
1. OVERVIEW
Soweto Festival Expo is a (Pty) Ltd company owned 51% by Izwi Multimedia Group and 49% by founders
Adele Lucas Promotions. Since its inception in 2005 as the Absa Soweto Festival, the Soweto Festival Expo
has grown on all fronts and is now the largest event of its kind in South Africa. The 2011 Festival Expo
attracted over 30 000 visitors, 550 exhibitors and in excess of R18 million in editorial media coverage,
establishing it as one of the most prominent event brands in South Africa.
The Soweto Festival Expo is Soweto’s hallmark event that draws together local people, business, youth,
community organisations, government, media and visitors from all over Gauteng and beyond on an
annual basis to celebrate the community’s richness, diversity, enterprise and heritage. The event enables
the people of Soweto and surrounding areas to come together in a fun, relaxed environment infused with
a positive spirit.
The Soweto Festival Expo combines an entertainment programme including music, dance and drama, an
exhibition of arts and crafts and other local products, a tourism expo, an outdoor area for food and drink
vendors selling traditional as well as branded fare, a sports programme including soccer and golf, a youth
zone and activity pavillion and a business expo for the corporate, SMME and government sectors.
In 2011 the Soweto Festival Expo was staged for the first time at the Johannesburg Expo Centre in the
Nasrec Precinct, having grown out of its former home, the UJ Soweto Campus. This enabled it to expand
at least 100% compared with previous years, leading one veteran industry player to describe it as a
“brilliantly successful” event. In November 2011 it was awarded a Certificate of Merit, Most Memorable
Event by the Exhibitions and Events Association of Southern Africa, demonstrating the high standard
achieved in the opinion of industry peers.
In addition to the marketing and branding benefits, the Soweto Festival Expo offers sponsors the
opportunity to promote nation-building, advance social cohesion and boost economic development in the
most important black community in South Africa. The credibility now established for the event within
national, provincial and municipal government provides sponsors with an important source of leveraging
at top government levels.
We, the organisers are confident the new venue and plans for 2013 will enable us to take the Soweto
Festival Expo to even greater heights in future years, reaching a larger and wider audience stretching into
Africa. We invite interested parties to review the activities and sponsorship opportunities described
herein. In the eight years since the Soweto Festival Expo began it has grown in leaps and bounds and now
offers sponsors a proven, credible and popular event property to link to their brand and marketing
activations.
2. VISION
Our vision for the Soweto Festival Expo is for it to contribute to the long term development of Soweto’s
and the broader Gauteng economy and community and in so doing achieve international recognition for
Soweto, Gauteng and the event.

4. In the longer term, we aim to establish the Soweto Festival Expo within five years as Africa’s largest and
most successful event of its kind, attracting exhibitors, performers and visitors from all over Africa and the
world. This positions the event ideally for sponsors wishing to expand their brand reach, marketing
activations and relationship building into Africa.
Well-known events in South Africa which the Soweto Festival Expo aims to emulate include the
Grahamstown Festival, Macufe, the Cape Town Jazz Festival and the Rand Show in its heyday. The Soweto
Festival Expo is the only event in South Africa that combines all of the activities found in these events, and
more, making it a unique event in this country.
3. MISSION
Our mission is
• to position the Soweto Festival Expo as a platform for all participants to set and achieve their life goals
and aspirations.
• to celebrate Soweto’s heritage, which was built up over a century, spawned many landmark events in
South Africa’s history was home to icons such as Nelson Mandela and Desmond Tutu.
• to create an event that attracts large numbers of visitors from Soweto and beyond, becomes
established as the community’s hallmark international event, and leaves a legacy for the community.
• to provide a vehicle for government, sponsors, partners, exhibitors and the media to interact directly
with the Soweto people as well as tourists from South Africa, Africa and overseas and thereby achieve
their marketing, communications and corporate citizenship objectives.
4. STRATEGY
The strategy for achieving this vision and mission is to:
1. Partner with government and its agencies using the Soweto Festival Expo as a vehicle for socio-
economic development.
2. Empower small businesses and local traders by facilitating their participation in the Festival Expo as
exhibitors and suppliers.
3. Provide a training and support programme for SMME exhibitors at the Expo to maximise their
chances of success, so creating more employment opportunities especially for the youth.
4. Expand the provincial footprint of the festival expo by hosting similar events albeit on a smaller scale
at selected townships in Gauteng.
5. Establish networking opportunities for small businesses and the formal business sector who exhibit at
the Festival Expo.
6. Employ local residents wherever possible in the provision of products and services to the Festival
Expo.
7. Create a venue and event for sponsors and exhibitors to market their brands, exhibit and sell their
products to visitors to the show and the Soweto business community.

5. 8. Provide a platform for the promotion of government departments, community organisations and
NGO’s.
9. Assist the youth with career guidance and employment opportunities.
10. Develop the arts, crafts and heritage industries of Soweto and Gauteng.
11. Identify and develop tourism opportunities in Soweto and Gauteng.
12. Involve the talents and cultures of the broad Soweto community to make the Festival Expo an
inclusive and representative event.
13. Create an entertainment and activity programme featuring local and international artists to attract
both local residents and visitors from further afield.
14. Communicate Soweto and its success story to a global audience through an extensive national and
international media campaign.
15. Contribute to the development of Soweto and Gauteng as global brands.
16. Establish the Soweto Festival Expo as THE event for promoting Soweto business, culture and heritage
to Africa and the wider world.
5. TARGET MARKET
The target market (i.e. visitors) for the Festival Expo can be divided into a number of categories:
• General public
o Residents of Soweto, Lenasia and Eldorado Park, amounting to approximately 2.5 million
people.
o The people of Johannesburg and Gauteng for whom Soweto is a close but sometimes
little known neighbour.
o Local and international tourists keen to visit Soweto and experience the African vibe in a
sophisticated and authentic setting.
• Youth
o School children (especially grades 10-12) under the supervision of the Gauteng
Department of Education
o Young people (16-35 age group) seeking career and employment advice and inspiration
• Business sector
o Small business owners looking to expand their business opportunities by building
relationships with exhibitors
o Corporate buyers wishing to extend their procurement networks into the small business
sector
6. FOCUS AREAS AND ACTIVITIES
The Soweto Festival Expo has 8 major focus areas. These are:
Small, Medium & Micro Enterprise (SMME) Development Music, Dance and Performing Arts
Careers and Youth Development Travel & Tourism
Food, Health & Nutrition Beauty & Fashion
Arts, Crafts and Literacy Leisure, Sports & Lifestyle

6. Each of these areas offers opportunities for organisations to get involved, as exhibitors, sponsors or media
partners.
The core activities planned for 2013 are the following:
• Soweto Festival Expo Excellence Awards
In the week leading up to the event, the Soweto Festival Expo Excellence Awards will be held at the newly
opened Soweto Theatre in Jabulani. Attended by up to 400 invited guests, this event will be the official
launch of the Soweto Festival Expo and host the inaugural Soweto Festival Excellence Awards. These
awards will recognise exceptional achievement in the eight focus areas outlined in the table above,
providing an incentive for residents and participants in the Soweto community to shine.
• Consumer and trade expo
An exhibition of products and services involving small and large businesses, government and non-
government organisations will be set up in Hall 5 of Nasrec, offering 7 500 sq m of exhibition space. This
provides exhibitors an opportunity to market themselves and make money. Exhibition space will be sold
in packaged units ranging from 2 sq metres to several hundred sq metres for larger exhibitors.
The exhibition will be segmented according to product and service category, including the following:
- Home related products e.g. furniture, home and kitchen appliances
- Food, beverage & nutrition including wine (with a special emphasis on African wine producers)
- DIY e.g. tools, paint, hardware
- Hi-Tech – computers, mobile phones, TV’s and other electronic goods
- Health & beauty
- Clothing and fashion
- Community projects & NGOs
- Outdoor/gardening
- Sports & recreation
- Government institutions
- Travel & tourism
SMME exhibitors will be integrated into the exhibition alongside larger organisations so they can learn
from each other and mingle.
The first day of the Festival Expo, a Friday, will be a designated as a Trade Day. A special effort will be
made to attract trade visitors from the government and private sectors to expand the opportunities for
exhibitors to reach this market.
• SMME development programme
This is a very important element of the Festival Expo because it contributes to the economic development
of the Soweto and Gauteng small business sector and thus fulfills the Festival Expo’s developmental
agenda and mandate.
In collaboration with SMME membership organisations and/or sponsors, up to 200 SMMEs will be
identified and selected for the programme in 2013. An Exhibitor Training Course will be implemented
both pre and post event in partnership with a number of professional training and development
institutions and service providers. These courses will arm the SMME exhibitors with all the tools necessary
to promote, market and sell their products and/or services at the exhibition as well as provide valuable
information on, for example, creating customer databases based on leads taken at the Festival Expo,
following up on these leads, customer service, etc.

7. • Cultural entertainment programme
At Nasrec (the venue for the main event) two performance stages will be erected, the main one in the
arena, with space for an audience of several thousand sitting in comfort on the grass, and the other
cultural stage close in an open space close to Hall 5
These stages will feature a wide variety of performance arts, including music, dance and fashion. The
stages will be fully equipped with audio-visual equipment and lighting, and staffed by qualified engineers
and technicians. The main stage will be large enough to accommodate mass choirs and groups of up to 50
performers while the cultural stage will accommodate up to 20 performers.
We will place an emphasis on inviting local and international artists and performers, so as to secure the
status of the Festival Expo and attract audiences from far and wide. Africa is brimming with talent and the
Festival Expo aims to be a launch pad for up and coming artists who wish to build an international name
for themselves.
• Youth Zone and Activity Pavillion
As youth development forms a pivotal part of the Soweto Festival Expo, Hall 10 at Nasrec will be
dedicated to providing the youth with guidance regarding their career choices as well as involving them in
an entertaining activity programme. This will be collectively known as the “Youth Zone” and will be run in
partnership with relevant youth development organisations. In one hall it will comprise an exhibition area
for tertiary institutions, youth-focused branded goods supplies and other organisations targeting the 16-
30 year old market, and in the Activity Pavillion a stage which will feature presentations by well-known
role models who will give tips to the youth on how to make it in life.
The Activity Pavillion will be dedicated to sports and hi-energy activities aimed at all age groups, and will
incorporate the Youth Zone stage. Activities to be included are:
o Daily entertainment from a range of artists and performers
o Talent show
o Inspirational talks by well-known role models
o National Table Soccer Championships
o Black ball pool competition
o Pick-a-box game show
o Climbing wall
o Hi-Tech zone
o Inter-varsity challenge
• Food and drinks quarter
A large area will be demarcated for the selling, serving and consumption of food and drink (alcoholic and
non-alcoholic). Local caterers and food vendors will be invited to set up their stalls alongside the Expo
Centre caterers permanently located on site.
One of the activities planned for this area is a family braai area on Heritage Day, which has also become
known as National Braai Day in recognition of one of the country’s traditional leisure pastimes.
• KidZone
At the heart of the Festival Expo will be a KidZone – a fun packed lively play area with a wide range of
activities to entertain kids between 3 – 10 years of age. A supervised crèche facility will give parents the
opportunity to leave their little ones and explore the Festival Expo, while performances, shows and
interactive games will keep older kids busy for hours.

8. • VIP hospitality
The Expo Centre boasts an ideal area for hospitality, a double storey building overlooking the main arena.
With first class facilities for bar service and catering, as well as comfortable seating and standing space for
up to 200 people, this area will be used as the VIP hospitality room for the Soweto Festival Expo. Further
VIP hospitality facilities will be provided close to the main entertainment stage.
Some of the other activities planned for the 2013 Soweto Festival Expo include:
• Soweto Festival Expo Golf Challenge
On the first day of the Festival Expo, Friday 20th
September, the Soweto Country Club in Pimville will play
host to the Soweto Festival Expo Golf Challenge which will be a four-ball event for up to 120 players.
Contestants will be invited from the corporate and government sectors, and a number of celebrity players
will add to the visibility of the event.
• Corporate Soccer Challenge
A five-a-side Corporate Soccer Challenge, organised in partnership with Interactive Sports, for schools and
corporates will be run at the Festival Expo for the second time. This will run on the Friday and Saturday,
from 10 am to 5 pm in the main arena. After the tournament the main performance stage will come into
action, so the audience and spectators will have a day of non-stop fun and entertainment.
• Sandton2Soweto Marathon / Fun Walk
This event will specifically encourage linkages between Johannesburg’s most vibrant business centre and
its largest residential community. Staged on Saturday 21st
December, the Marathon will take runners from
the heart of Sandton south through Johannesburg and on to Nasrec where runners will be welcomed at
the finishing line.
• Boxing tournament
Boxing is a very popular spectator sport in South Africa, though in recent years it has not received a great
deal of TV coverage. We aim to stage a championship bout with several support bouts which will attract a
TV partner and draw big crowds, recalling the glory days of boxing when even the likes of Nelson Mandela
sparred in the ring to show his boxing prowess.
• African Cultural Village
An African village and craft market will be set up specifically aimed at developing the craft industries of
Soweto and surrounding areas. This will be linked to the tourism development strategy of the Festival
Expo encouraging local and international tourists to buy crafts from local manufacturers.
• Arts Pavillion
This pavillion will be dedicated to the visual and performing arts, including painting, sculpture,
photography and drama. With a growing interest in “township” art evident among the arts cognoscenti,
the Arts Pavillion will provide established and emerging artists with an opportunity to display and sell
their works to a new audience.

9. • Book Faire
The Book Faire will encourage the writing and reading of books and the promotion of literacy at all age
levels. Well known and aspiring authors will be invited to give readings of their prose and poetry, while
visitors will be able to browse both physical and e-books using the latest technology.
7. MARKETING & COMMUNICATIONS
An important ingredient of success for the Festival Expo will be to get the big national, regional and local
media players to support and promote the Festival Expo and its sponsors and partners. Our strategy is to
engage the large TV, radio and print media owners and appoint one in each media category as a media
partner on a trade exchange basis. This means the media partners will give the Festival Expo air time and
column centimetres for free, in return for the Festival Expo giving them exclusive branding and other
rights. In this way the Festival Expo can significantly leverage its advertising budget.
The success of the media partnerships established over the years with etv, Daily Sun/Sunday Sun, Soweto
TV and Jozi FM lays a sound platform for an expanded relationship in 2013 and future years.
In addition to enlisting the support of media partners, ALP and IZWI Multimedia Group will develop a
marketing campaign targeting as wide an audience as possible. It is essential that we target local,
national, regional as well as international audiences. The promotional and communication objectives are
highlighted as follows:
• To ensure that Soweto Festival Expo, as a brand, is consistently involved in promotional activities
and events to ensure ongoing top-of-mind awareness.
• To establish the Soweto Festival Expo as an event brand and destination leader within its target
markets.
• Identifiably connecting the brand to specific entertainment and promotional events.
• To create and strengthen relationships with key media as well as to launch and maintain maximum
brand exposure for the Soweto Festival Expo through all possible media alternatives and as many
possible media formats.
To ensure the Soweto Festival Expo receives the exposure necessary, a marketing and communications
campaign covering the entire media spectrum will be implemented to meet the targeted objectives.
Activations: Visits to local restaurants, bars, car-washes, youth clubs and other venues to
create awareness in the weeks leading up to the event
Billboards: Design and erection of billboards in key locations with maximum visibility
Poster Campaign: Design, print, board-mounting and erection, selection of prime poster sites
Leaflets/Flyers: Design, production and creative distribution campaign
Newspapers: Design, production and placement of advertising. Ongoing editorial and
advertorial.
Magazines: Design, production and placement of advertising
TV: Television advertising campaign on TV partner channel
Radio: Design and production of radio advertisements and PR campaign
Internet: Festival Expo website, Pinterest and other online channels
Social Media: Facebook page, Twitter and blogs to engage audiences of all ages and tastes
A special effort will be made to attract visitors from Joburg’s traditionally White suburbs, through
activation campaigns formulated in partnership with Joburg Tourism’s Spring Campaign, Gauteng I’m a
PeeGee and SA Tourism’s Sho’t Left Campaign.

10. Public Relations
Izwi Multimedia Group and Adele Lucas Promotions have 30 years’ experience in the Media and PR
industry and are specialists in this field. The combined team will develop a comprehensive PR campaign
for the benefit of all stakeholders.
• Pre- and post-campaign targeted at above-mentioned media
• Press releases to all leading publications and electronic media
• PR opportunities created and executed for maximum exposure
• Media liaison and hosting during the event
8. LEGACY PROJECTS
The Soweto Festival Expo has always provided for legacies to the community in which it invests and draws
its inspiration. This has taken the form of financial contributions to the business community of Soweto,
represented by the Soweto Small Business Executive Council and latterly the Greater Soweto Business
Forum.
In 2011, to honour the passing of Adele Lucas in June 2010, the Soweto Festival Expo funded two full
bursaries for two female students in the Faculty of Architecture and Design at the University of
Johannesburg. It is our intention to partner with the Platinum Sponsor in future years to repeat these
bursaries and attach the sponsor’s name to that of Adele Lucas as the benefactor.
We are open to suggestions on other legacy projects which are aligned to the Soweto Festival Expo and
our sponsors’ brands.
10. Bodybuilding and fitness
2nd
year running now as part of the expo we proud to be associated with the the expo

11. 9. SELECTED PHOTOS OF PAST SOWETO FESTIVAL EXPOS