Case studies
Sun International Hotels & Resorts - Sun City, from African Las Vegas to eco-luxury resort
  • Sun International Hotels & Resorts - Sun City, from African Las Vegas to eco-luxury resort
  • Sun International Hotels & Resorts - Sun City, from African Las Vegas to eco-luxury resort
  • Sun International Hotels & Resorts - Sun City, from African Las Vegas to eco-luxury resort
  • Sun International Hotels & Resorts - Sun City, from African Las Vegas to eco-luxury resort

Sun International Hotels & Resorts

Sun City, from African Las Vegas to eco-luxury resort

Context and objectives
Sun City Resort, part of Sun International, the leading hotel chain of South Africa is a symbol of South Africa: opened 30 years ago as place of entertainment and gaming, it has been known for several years as “African Las Vegas”. However, in recent years, the resort changed its vocation to get closer to concept of nature, luxury and adventure with a flair for families. The PR objective is to correctly reposition the resort image as a place of luxury, nature and adventure – ideal for families.

Strategy
We focused on its news key messages, moving the attention towards the characteristics of Sun City Resort, which makes it ideal for selected targets. PR and media relations messages and actions focused on: golf and health, safari and 5-star African nature in a malaria free area, environmental sustainability and real commitment towards local communities.

Actions
The communication is focused on media who address to the main targets – for example families, explaining why Sun City is perfect for kids: a place where children can truly live Africa, with the possibility to see the Big Five, no time zone differences, a malaria-free area, entertainments and services suitable for all ages.
To thematic campaigns, other specific initiatives have been added, as the 30th anniversary of the resort (2009) and the World Cup in South Africa (2010). The resort obtained wide coverage in both occasions.

Results
Thanks to the PR actions, over 90% of articles published during last year describe Sun City with the words “luxury, nature, safari and entertainment”, whereas just few articles refer to the resort as “South African Las Vegas”.

Link: http://www.suninternational.com/Destinations/Resorts/SunCity/Pages/default.aspx