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African Renaissance Conference 2017

                                                  

     

    East Coast Radio :
    HARNESSING THE POWER OF RADIO TO DRIVE IN-BOUND AFRICAN TOURISM
     

    East Coast Radio has always been at the forefront of innovation, especially with regards to finding new ways to promote the unique offerings of KwaZulu-Natal.
     

    To this end, the station’s Connecting Africa project which rolled out in April 2014, saw East Coast Radio partnering with Dube TradePort and Tourism KZN to help drive Africa’s inbound tourism to KwaZulu-
    Natal by amplifying the magnificence of KZN through the power of radio.


    The initiative, now in its third consecutive year, has seen Durban playing host to three radio stations in the continent namely Jacaranda FM from Gauteng, Phoenix FM from Lusaka, Zambia and Star FM from
    Harare, Zimbabwe, the latter two being the largest radio stations in their respective regions. Representatives from each broadcasting unit converged in Durban from 28 March 2014 to 03 April 2014.


    As guests of East Coast Radio, the teams experienced Durban’s offering as a leading tourism port, setting sail to the Portuguese Islands on 28 March 2014 before returning to Durban on 31 March 2014 to broadcast live to their respective markets back home on the afternoons of 31 March 2014 and 01 April, taking our magnificent Zulu Kingdom to their collective audience of   13 million listeners. The Connecting Africa story began in 2011, seeded in the idea that KZN, and Durban in particular, could forge greater mutuallybeneficial relationships with its African neighbours and cousins. The spinoffs of these strengthened relationships would benefit various socio-economic paradigms, including potential media and business partnerships.

    East Coast Radio’s General Manager, Trish Taylor, says, “East Coast Radio is playing a powerful
    amplifying role in exposing new markets to our province, through radio. Our invited radio stations
    had a collective listenership of over 13 million listeners to which they broadcast from our shores. This
    kind of endorsement and advertising for KZN is priceless. With more and more direct routes out of
    King Shaka International Airport, KZN is becoming more accessible, which has positive economic consequences.”
     

    Connecting Africa is both a learning exchange programme and a tourism showcase initiative that grew wings after SA Express launched direct flights from Durban to Lusaka and Harare. With more direct routes to other African destinations on the cards, this annual project is designed to form close alliances with the greater community in Africa to help boost trade and tourism. Saxen van Coller, CEO of Dube TradePort, says : “Dube TradePort, a passenger and airfreight hub, is responsible for the development of new direct routes from Durban. Regional connectivity is of great importance in unlocking the continent’s economic potential. However this undertaking can only be sustained with the participation of African citizens.

    Connecting Africa provides us the opportunity to encourage these citizens to participate, especially in places where we have already started to stimulate economic and cultural ties through our direct air
    routes from Dube TradePort, Durban.” Vikki Vink, Senior Manager of Public Relations and Communication at Tourism KZN says, “Our direct goal is to see an increased number of visitors from these countries, however the additional benefit that we are already achieving is incredible awareness of our destination. The radio coverage back into these countries and their endorsement of our province is priceless – tens of thousands of people are learning about KwaZulu-Natal and we know that
    we will soon be welcoming them all to our shores!” Connecting Africa affords an interesting opportunity to engage with key media players from Africa to enhance socioeconomic ties with KwaZulu-
    Natal. East Coast Radio is proud to be at the forefront of this innovative initiative which positions Durban as a must-see, cross-border tourist destination.

    About East Coast Radio East Coast Radio is KwaZulu-Natal’s leading commercial radio station enjoying an intimate relationship with its loyal, multicultural listeners. The station has an average of 1.676 million listeners tuning in each week and is the undisputed market leader in KwaZulu-Natal, not only in
    terms of radio, but on multimedia platforms as well. The station’s unique listener-profile reflects the diversity of South African culture.
    East Coast Radio is inextricably connected to its market and has established a reputation for knowing how to tap into the lives and minds of the people of KwaZulu-Natal (KZN). East coast is unrivalled in
    its service offerings.

    Trends in radio have changed dramatically over the past few years and today clients want to reach more people on different levels. Rather than investing entire budgets into a traditional above the line
    brand campaign, marketers are looking for packaged multimedia offerings that create more touch points more often, and at different emotional and tactile levels.

     

    East Coast Radio remains unrivalled in terms of interactive promotions. With excellent penetration and unmatched influence in KZN, East Coast Radio is the first choice of savvy media, marketing and brand professionals. The station is renowned for its innovation. Its first cook-book “East Coast Tables”
    has been on the bestsellers list in local Exclusive Books stores, outselling Jamie Oliver ‘s latest release, and making it the top seller in KZN. This success comes hot on the heels of another recent triumph for East Coast Tables. The book won the South African entry for “Best Local Cuisine” cookbook in the
    prestigious international Gourmand World Cookbook competition.

    With superior penetration into the lives of its listeners, East Coast Radio is unmatched in terms of affluence and influence. The adult contemporary format radio station, incorporating hits from the
    80’s, 90’s and today, brings East Coasters the music that they want to hear. The station’s on-air team is well-versed in the culture and unique nuances of the region, thereby successfully binding the station’s cross-cultural market. The extensive listener research conducted by the station on a weekly basis assists Programming, Music and Marketing personnel in keeping East Coast Radio on track in terms of listener preferences and satisfaction.


    For any further information or interviews, please contact: Anisa Ussuph East Coast Radio Media and
    Marketing
    Tel: +27 31 570 9495
    Twitter: @anisaussuph