With all the restructuring going on at OR Thambo in preparation for the millions of soccer fans that are expected to walk our humble grounds in 2010, there are bound to be serious changes. One institution that was the first to feel these changes in its core business was Ekaya Restaurant. Ekaya was neatly nested in a comfy corner in the Duty Free Mall when they were relocated to a different, and rather remote, area of the new wing of the Duty Free Mall. In order to make the best of this seemingly dooming change, Ekaya and ACSA reinvented Ekaya’s image to go with the new location.

With bright colours sculpted in circle motives, a huge mural presented the migration of the Ekaya animals to the great waterhole. But this stunning visual aid was simply not enough, and ACSA decided on adding active selling. The relocation would incorporate a promotion that entailed that the potential customer receives a postcard with the Ekaya logo on it. They had to complete a message on the postcard and hand it in at Ekaya and, in turn, Ekaya would mail the postcard for them and also give them a free coffee. Still a promotion in and of itself was not enough…

The Learning Theatre provided six skilled actors to assist in the active selling promotion and Ekaya relocation. With bright African costume that resembled the Ekaya colours, four of the actors became the animals and migrated along the huge mural all the way to Ekaya. They were directed by the rythmic echoes of the African drum that were provided by the 5th actor. Throughout their travels, the actors paused to do freeze frames that gripped the mobile, jet-setting audience. The actors were greeted with photographs and gushes of excitement as they traveled through the duty free mall all the way to Ekaya. As the animals reached the Ekaya, the actors emerged as African dancers and ended off with a triumphant African song and dance. Throughout their travels, one of the actors performed a separate function. Edith Fumarola became the audience liason that linked with the audience in explaining the promotion and relocation and handing out the postcards. After 17 performances during December 2007 to January 2008 the secret of Ekaya’s new location is out!

The Learning Theatre’s Promo-theatre technique is a unique tool to bring active selling to a new level. It engages even mobile audiences and it informs and enlightens customers. The message is irrelative, the fact is that with Promo-theatre, the message will reach the target audience, and it will do so in a informative, exciting and entertaining manner!