Yesterday, the nation woke up to a rather “Weird” Sunday mail front page, in my past 8 years exposure with Zimpapers as a Herald employee, i don’t think this had ever happened to the state owned newspaper, where the front page is solely dedicated to a private company advert.
Zimbabwe Online (ZOL), an Internet Service Provider and a subsidiary of Liquid Telecom has engaged in what i can call the most aggressive marketing campaign ever, landing them the most prime position of Zimbabwe`s most popular newspaper.
By Toneo Tonderai Rutsito
Sunday mail has never dedicated the front page to any advert, at least as far as i remember, this space is usually a preserve for hot political headlines, alas ZOL changed all that yesterday, although the team at Zimpapers managed to have the normal front page inside the front advert.
Of course, this was most likely made possible by the power of the dollar with a normal full page advert costing close to $4000.00, ZOL had about 3 pages including the front page but obviously for such a historic page layout change, it did not come cheap for them to land the front page.
The front page advert was a promotion tagged “Win a dream Holiday for 4 to London, plus 2 fantastic trips to Sun city.”
The trip has 7 nights accommodation at a 5 star, Draycott Hotel with extra two rooms for kids or friends, plus 4 tickets to watch the English premier league and $4000 cash to spend amongst other juicy bells covering the trip.
The promotion also has other two hotel options as second and third prices plus 25 annual connections to their various last mile connectivity, with equal numbers for their fibre, Wimax, vsat and ZOLSpot hotspot access. Interestingly ZOL is also giving away free internet access on their Zol spot Wifi Network, to every person who enters the competition according to the advert.
To enter the competition, one is required to only fill the online form or cut out from the newspaper, answer the simple question and wait for the grand prize.
Ironically, i would think one should be at least a ZOL client for the grand prize or at least purchase any product to become a client, but according to what we saw, strange enough its not a requisite and we are still worried how this huge promotion will help their brand in return since its them giving all the way.
ZOL has recently seen leadership changes, with the new CEO Mr Denny Marandure, who previously had a long stint in the
United Kingdom as a matter of fact United States of America, we are likely to see fresh new unheard strategies with this one already unpacked few months after the new boss assumes office.