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Case Studies

Tshwane Trade & Investment Summit 2019

Promoting Tshwane as a Premier Investment Destination

In June 2019, Retrolex was appointed by the Tshwane Economic Development Agency (TEDA) as its integrated marketing and communications agency to manage the promotion of the Tshwane Trade & Investment Summit 2019 (#TTIS2019). The summit, held on 17th and 18th September 2019 at the CSIR International Convention Centre, aimed to position Tshwane as a leading destination for trade and investment.
This case study highlights Retrolex’s strategic approach to delivering a high-impact campaign that generated significant investment pledges and enhanced Tshwane’s visibility on both local and international platforms.

CAMPAIGN OBJECTIVES

Promote Tshwane as the preferred destination for trade and investment.

Drive awareness of the Tshwane Trade & Investment Summit 2019 among local and international stakeholders.

Develop a cohesive brand identity for the summit, including all promotional elements.

Facilitate meaningful connections between investors and local businesses.

EXECUTION: An Integrated Marketing Campaign

Retrolex developed an integrated marketing strategy that leveraged both traditional and digital channels to maximise reach and engagement.

Summit Promotion

  • Designed a new brand identity for the summit, including promotional materials and booklets (48-page Project Booklet and 40-page Summit Booklet).
  • Organised a media launch on 27th August 2019 to generate pre-event interest.

Digital Channels

  • Developed a dedicated website, “Destination Tshwane,” which served as the central hub for summit information, reservations, and content.
  • Implemented a social media strategy with tailored content, hashtag campaigns, and live streaming of key events on YouTube.

Traditional Media & PR Efforts

  • Engaged with radio stations and partnered with media outlets such as CNBC Africa, Forbes, and Power FM to amplify messaging.
  • Delivered a detailed public relations plan that included key messages, briefing packs, fact sheets, crisis communication strategies, and media interviews.

Key Milestones Achieved

Investment Pledges

Generated over R10 billion in investment pledges, showcasing strong interest from stakeholders.

Advertising Value Equivalency

Achieved an advertising value equivalency of R1.4 million, reflecting the effectiveness of our promotional efforts.

Website Launch

Successfully launched the “Destination Tshwane” website to promote Tshwane as a tourist and investment destination.

Key Milestones Achieved

1. Delivered a refreshed brand look and feel that resonated with CIPC’s new positioning.

2. Achieved a total campaign impact of 40 million impressions, significantly increasing brand visibility.

3. Conducted 26 media interviews, generating positive public relations coverage and fostering nationwide awareness.

4. Reached over 4.5 million people regionally through strategically placed billboards.

5. Successfully utilised Gautrain and Airport TV channels to deliver detailed messaging in high-footfall locations.

SERVICES RENDERED BY RETROLEX

Retrolex provided end-to-end marketing solutions for TEDA:

Brand Communications

Crafted cohesive messaging aligned with TEDA’s objectives.

Advertising Strategy

Developed data-driven plans to maximise reach across channels.

Creative Services

Designed all visual elements for the summit, including booklets and promotional items.

Digital Services

Built the “Destination Tshwane” website and managed social media campaigns.

Events & Activations

Coordinated activations during the summit to engage attendees directly.

Production Services

Produced high-quality multimedia content such as promotional videos.

RESULTS: A Campaign with Measurable Impact

Massive Reach

The campaign reached over 44 million people, significantly raising awareness of the summit and positioning Tshwane as an attractive investment hub.

Investor Engagement

Secured over R10 billion in investment pledges, demonstrating strong interest from both local and international investors.

Social Media Expertise

Retrolex’s strategic use of social media amplified the campaign’s success:

  • Created engaging posts tailored for platforms like Facebook, Twitter, and LinkedIn.
  • Utilised relevant hashtags to enhance visibility (e.g., #TTIS2019).
  • Periodically live-streamed summit events on YouTube to engage remote audiences in real time.

CONCLUSION: Positioning Tshwane as an Economic Powerhouse

The successful execution of the Tshwane Trade & Investment Summit 2019 demonstrated Retrolex’s ability to deliver high-impact campaigns that drive economic growth. By combining innovative digital marketing strategies with traditional media efforts, we significantly increased awareness of Tshwane’s investment opportunities while facilitating meaningful connections between investors and local businesses.
This case study underscores Retrolex’s expertise in managing large-scale events that deliver measurable results for clients.

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