Train Set #200 Campaign

PRASA and the Department of Transport needed to improve public awareness and confidence in rail modernisation, and to communicate progress made through the introduction of the Gibela Blue Trains.

Build awareness of the #TS200 initiative, showcase rail modernisation and keep messaging consistent across every platform — with each audience reached through the media it actually uses.

Audiences were segmented by geography, commuter demographics, age, media habits and platform behaviour. Commuters and township audiences were reached through radio, Facebook, community engagement and mobile-first content; youth through Instagram, short-form edits and YouTube; government and stakeholders through television, LinkedIn, X and digital news. Television carried mass reach and credibility, radio carried commuter frequency, and social and digital media extended engagement and campaign lifespan.

Audience segmentation, media-mix planning, production scheduling, television and radio coordination, digital rollout, stakeholder approvals, social publishing and real-time monitoring.

• Campaign strategy and media plan
• Television and radio coordination
• Content calendars and social publishing schedules
• Campaign monitoring and reporting
• Television
• Radio
• Social media
• Digital media

Strategic Marketing · Film & Video