Context and goals
Part of Sun International, South Africa’s largest resort hotel chain, Sun City Resort is the premier hotel in the country: conceived over 30 years ago as a place for entertainment and gambling, it was traditionally known as “Africa’s Las Vegas”. However, the resort changed its vocation over the years and gradually embraced the concepts of nature, luxury and family adventures.
The goal of the communication project was to reposition the brand through the strategic management of public relations.
The resort’s new positioning focuses on luxury, nature, and adventure, presenting the hotel as a place ideal for families. To achieve this goal, Now!PR worked on new key messages, focusing the attention on those characteristics that make Sun City Resort the ideal destination for the selected targets. The PR and media relations messages and actions were centred around the following concepts: golf and wellness, 5-star safari and African nature in a malaria-free area, environmental sustainability and genuine commitment to local communities.
The communication focused on those media covering the key target audiences, for example families. In this case, we explained why Sun City epitomizes child-friendly Africa: a place where children can experience Africa and enjoy the opportunity to see the “Big Five” from up close, with no time difference with Italy, a great location within a malaria-free area, and lots of entertainments and services suitable for different ages.
We complemented these thematic campaigns with specific initiatives linked to special occasions, such as the 30th anniversary of the resort (2009) and the World Cup in South Africa (2010). The resort gained extensive media coverage on both occasions.
Thanks to widespread media communication, over 90% of the articles published over the last year describe Sun City as a place of “luxury, nature, safari and fun”, while only a small percentage continues to present the resort as “Africa’s Las Vegas”.