Now in its fifth year, the event will take place at the Kyalami International Grand Prix Circuit in Johannesburg on Saturday, 7 October and Sunday, 8 October and is set to attract over 40 000 consumers over two days.

ProActive™ has a track record in implementing large-scale, wide-reaching, tactical activations across South Africa and within select African countries. The agency’s operational infrastructure ensures that all campaign elements are perfectly aligned, seamlessly rolled out, effectively managed, and precisely measured.

Festival director, Lloyd Cornwell, says, “We required an activations company that not only understood the enormity of the festival but also had the capacity, the know-how, and the infrastructure to work with us on such a large-scale event. ProActive™ ticks all the boxes.”

Peter KohlÖffel, head of sales and client service, ProActive™, adds, “The DStv Delicious International Food and Music Festival is one of South Africa’s, and one of the continent’s, biggest festivals on the calendar. ProActive™ is looking forward to engaging with brands to customise and execute their activations and exhibition solutions and ensure event integration.”

He adds, "Experiential marketing will be a key factor at the event, with tens of thousands of consumers wanting to interact with lifestyle products and services. It will be a great opportunity for brands wanting to extend reach, increase sales, or grow brand awareness.”

ProActive will be implementing all activations at the event, as well as exhibitions in the Delicious Life area.

Activations solutions

ProActive’s™ activations solutions for the festival are available in a variety of packages, including Dessert, Entrée, and Appetizer. Each activation will be created and implemented to ensure an immersive experience for the target market, and deliver effectively against objectives.

As part of the activations package, brands will benefit from media exposure during a 3-month marketing campaign leading up to the event. Exposure will include millions of rand’s worth of exposure across the DStv platforms in South Africa, and other African territories, as well as radio, press, magazines, social media, and outdoor channels.

Delicious Life exhibition solutions

Part of the festival will be Delicious Life – an exhibitions centre offering tailored exhibition solutions for all types of brand requirements. Exclusively managed by ProActive™, the Delicious ‘Life’ exhibition centre is complimentary to the festival and constructed to drive interest and appeal for patrons. It is an opportunity for brands to directly engage with consumers.

Delicious Life will cater for a broad variety of lifestyle categories, including nutrition, wealth planning, décor, sport, hobbies, technology, gadgets, appliances, entertainment, outdoor, real estate, beauty, music, accessories, and fashion.

“The event provides brands with the opportunity to engage with one of the most attractive demographics within an environment that is captive, entertaining, and enticing for the whole family. It will provide brands with massive exposure, the kind of exposure that will make a huge impact on the bottom line,” says KohlÖffel.

The festival includes international and local music artists, chefs in various pop-up restaurants and cooking theatres, an interactive kids zone, a dance arena, and a gourmet street food market.

“ProActive™ will be involved from the very beginning to ensure that brands enjoy seamless integration with the festival and that their consumers enjoy a positive and memorable encounter. Of course, delivering on brand objectives is key, and this is where our infrastructure and rigorously trained and highly skilled brand ambassadors ensure world-class experiences,” concludes KohlÖffel.

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