The billboard is an extension of the station's Republic of Cape Town Campaign that was launched in August this year. “The 100m long message is not only a showcase of Heart 104.9FM's music offering but positions the station as the voice of the Republic of Cape Town,” says Station Manager Gavin Meiring. He continued by saying that the billboard is an innovative way of communicating various messages from and about the station. The size of it makes a huge impact on arrivals and makes one stand still and pay attention. He adds that “the day Mr Timberlake arrives at the Cape Town International Airport he will know which station to tune into to hear his music.”
“The Republic of Cape Town Campaign strives to grow Cape Town pride even further and to celebrate the collective beauty and wonders that Capetonians share,” says Meiring.
The airport billboard placement is perfectly timed as it welcomed the vast numbers of guests and journalist to the Republic of Cape Town when they attended the FIFA World Cup Final Draw that was held on 4 December. The message aims to encourage more people to tune into Heart 104.9FM, which is good news for ad agencies and the stations existing advertisers.