In brief Marketing South Africa

A trip to see the lions

Last week two-month old radio station Capricorn FM took 1000 school kids from Limpopo, largely from disadvantage communities, to go and see The Lion King at the Monte Casino Teatro, Fourways, Johannesburg. This initiative was made possible through a sponsorship of over R1 million, including tickets for the show, transport, branding collateral and catering for the kids and the teachers who accompanied them. “As a caring radio station that is committed to the people of Limpopo, we realised a need to offer these kids something that they will value for the rest of their lives,” comments Simphiwe Mdlalose, CEO of Capricorn FM.

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