Business Day is Africa’s most widely read and highly respected business publication. This year the publication embarked on a brand campaign to boost sales and subscriptions, and to remind readers of Business Day’s true value to them.
The campaign was run by agency Owen Kessel, with Pleiades Media responsible for the PR component. Pleiades attracted the media’s attention to Business Day’s series of hard-hitting “Understand your country. Or lose it” commercials. These appealed to South Africans to engage with the issues affecting their country, or face the prospect of having social and economic freedoms eroded and ultimately removed from civil society.
Business Day received widespread acclaim for the quality and relevance of its campaign. Editor-in-chief Peter Bruce was interviewed by a number of South Africa’s top radio stations. In addition, Business Day’s campaign featured in national and international newspapers and magazines, as well as on a wide range of online news sites, thus establishing Business Day as the leading authority on South Africa’s political economy.