Case study

1. Gugu have beenworkinginpartnershipwiththe Activate game reserve teamsince Christmas2013 -
whenshe firstenrolledatUP to StudyBA inCommunicationScience.They launchedtheirToastto
Chiccampaignon social media.Atthe Activate Game Reserve,theydon’tview campaignsaslinear,
stand-alone piecesbutrather,one constantcyclical process - inwhichthey place a heavyemphasis
on regularreporting,sharing andthe developer/Marketer.
The Challenge
The Activate Game Reserve hasa unique setof challenges fromothergame reserves.Itcaterstothe
fashionconscioushigherendof the consumermarket.UnlikemanyGame Reserves,Visitorscannot
merelychoose towanderinlastminute fora browse.A day inThe Activate Game Reserve is
therefore aplannedevent- soour marketingcommunicationsneed toalwayshave asense of
occasionand conveyunique sellingpoints,inordertoget usintothe considerationset.The Summer
brief hada furtherchallenge tomeet - to attract the Dublintourist.Tourism isa veryimportantpart
of The Activate Game Reserve’sbusinessbutthere wasstill plentyof opportunitytoimprove upon
awareness,brandperceptionandfootfall.Sothe brief,inbrief,wastoencourage domesticand
international touriststoinclude The ActivateGame Reserve intheirholidayorweekenditineraryfor
Summer2015. Furthermore,the Activate Game Reserve wasgoingtobe verybusythatSummer -
witheventsincludingaSummersale,anart exhibitionandpop-upcuisine - all tofurtherapositive
svisitorsexperience.Gugu wouldneedtoshowcase all of these seasonal activities andthe keypieces
or Summerina waythat wouldappeal tobotha domesticandinternational audience.

2. Role of the Communication:
1. How can Gugu buildhersocial mediaProfile.
2. To create a social mediacampaignthatwouldappeal tobothour culturallycuriousandsocial
energiseraudiences.
3. To getconsumerstovisitthe Activate Game Reserve online portals.
4. To increase the brandssocial mediafollowing.