• IIE-vega assist
  • vegalink
vega_logo
enquire menu
  • all programmes
  • enquire
  • apply
menu & search
vega_logo
IIE-vega assist vegalink
  • Home
  • Programmes
  • Admissions
  • Who We Are
  • Life at IIE-Vega
  • News & Events
  • Contact Us
enquire apply
IIE-vega assist vegalink
back

Mode

  • All
  • Full-Time
  • Distance

Qualification

  • All
  • Undergraduate
  • Postgraduate
  • Higher Certificates
  • Bachelor Degrees
  • Advanced Diploma
  • Honours
  • Postgraduate Diplomas
  • Master's
  • Doctorate
  • Short Courses

Specialisations

  • Communication Design
  • Experience Design
  • Game Design
  • Digital Marketing
  • Brand Management
  • Brand Communication
  • Interior Design
  • Design Leadership
  • Copywriting

View All Programmes

Full-Time Programmes

Distance Programmes

Undergraduate Programmes

Postgraduate Programmes

View by Qualification

View by Specialisation

back to Programmes

Programmes

Mode

  • All
  • Full-Time
  • Distance
back to Programmes

Programmes by Qualification

  • View All Qualifications
  • Higher Certificates
  • Bachelor Degrees
  • Advanced Diploma
  • Honours
  • Postgraduate Diplomas
  • Master's
  • Doctorate
  • Short Courses
back to Programmes

Programmes by Specialisation

  • View All Specialisations
  • Communication Design
  • Experience Design
  • Game Design
  • Digital Marketing
  • Brand Management
  • Brand Communication
  • Interior Design
  • Design Leadership
  • Copywriting
Back
  • Admission Process
  • FAQs
  • International Students
  • Fees
  • Book a Consult
  • Payments
Back
  • Why We Matter
  • Brochures
  • The Independent Institute of Education
  • IIE-Vega Videos
  • Alumni
  • Our Research
  • Alliances
Back
  • Generation Vega
  • Find Your Purpose
  • Honours Research
  • Industry Immersion
  • Student Opportunities
  • Career Services
  • Awards
  • Brand Challenge
  • Student Projects
  • Accommodation
  • Generation Vega
  • Find Your Purpose
  • Honours Research
  • Industry Immersion
  • Student Opportunities
  • Career Services
  • Awards
  • Brand Challenge
  • Student Projects
  • Accommodation
Back
  • IIE-Vega News
  • IIE-Vega Virtual Talks
  • Calendar
  • IIE-Vega Octant
  • IIE-Vega Showcase 2024
  • IIE-Vega Showreel
Back
  • Cape Town
  • Johannesburg
  • Durban
  • Pretoria
  • Distance
  • Submit a Job Opportunity
  • Careers at Vega
  • Alumni Assist

Beyond Blurr

  1. Home
  2. Life at iie-vega
  3. annual brand challenge
  4. Beyond Blurr

Brief

ATKV needed to reposition itself as a perfect place for family holidays, for all South Africans. How the Black middle/upper-income group and the White Afrikaans speaking group see ATKV Resorts differs. While the latter gladly choose the brand as their ideal holiday choice, the former tend to have negative perceptions towards it. ATKV aims to keep their current customers while targeting new markets.

For ATKV Resorts to yield greater enquiries and bookings, Beyond Blurr developed a strategy that would attract a diverse market. Current perceptions needed to be shifted in order for the product and service offering to be better received.

To best achieve this, the brand had to:

  • Learn about the motivations and behaviours of the desired new target markets.
  • Adapt marketing collateral, infrastructure and messages to entertain, add value and be relevant to the South African holiday goer.

Approach

Beyond Blurr’s strategic efforts revolved around informing, educating and attracting the consumer.A brand identity analysis was conducted to successfully identify key brand associations for developing the internal and external communication strategy

Outdoor advertising


outdoor advertising

Branding included visual displays and communicate messages of colourful enjoyment and fun-filled experiences.

Promotions

Collectible cards called ATKV Resorts Culture Cards display colourful graphic images of the resorts personified and have a QR Code on them so parents can directly access the ATKV Resorts website to enquire

atkv promotions

25 Golden cards will be distributed nationwide. Recipients of the golden cards will stand a chance to win a week holiday getaway with their family to the allocated resorts.

Buffelspoort

Solution

Internal strategy
Beyond Blurr developed 5 ATKV Family Values to communicate the brand message of ‘family-centric’ on key employee touch points. For this strategy to be most effective a Chief Brand Officer would need to be appointed to overlook all brand internal and external elements throughout all seven ATKV resorts.

External strategy
In the external communication, the main message was to alert South Africans that with ATKV Resorts, their family needs will be taken care of. This was achieved through the creative concept titled ‘Resorts that embrace’. Communication was done through online, traditional and print media platforms.

Outdoor advertising


outdoor advertising

To captivate the public, vibrant colours and imagery were prominent in all visual communications.

atkv visual communication

Social Media

All brand and campaign communications driven on social media will present colourful and inviting posts with the ATKV Resorts website booking link.

atkv buffelspoort

SEO

For SEO, relevant keywords such as ‘family resorts’ and ‘holiday destinations’ will be purchased for high reach and fresquency

×

Thank you for submitting the form! We will get back to you soon.

  • enquire
  • apply
  • IIE-vega assist
  • vegalink
  • enquire
  • apply
  • IIE-vega assist
  • vegalink
The independant institution of education logo

© Vega School - Part of the ADvTECH Group

  • All Programmes
    Our Campuses:
  • Admission Process
    Cape Town
  • Why We Matter
    Durban
  • Brand Challenge
    Johannesburg
  • Brochures
    Pretoria
  • IIE-Vega News
    Distance
  • Our Campuses:
  • Cape Town
  • Durban
  • Johannesburg
  • Pretoria
  • Distance
The independant institution of education logo

Vega is an educational brand of The Independent Institute of Education (Pty) Ltd which is registered with the Department of Higher Education and Training as a private higher education institution under the Higher Education Act, 1997 (reg. no. 2007/HE07/0022). Company registration number: 1987/004754/07. View certificate here.

  • PAIA
  • Privacy Policy
  • Terms & Conditions
  • Site Disclaimer
  • Competitions