The considerable panel of judges comprised of Ashton Bodrick (Executive Manager: Marketing Services), Dr Barbara Jensen (Acting Senior Executive Manager in Communication and Marketing), Ingrid Jensen (Executive Manager in Communication Public and Media Relations), Tlago Ramalepa (PR and Media Specialist), Tladi Tlhotlhalemaje (Internal and External Communication Specialist), Phumeza Qaqa (Marketing Specialist), Prof Yolanda Jordaan (Head of Department of Marketing Management) and Nontu Mashaba (Honours lecturer and Gautrain project coordinator).

From left to right: Tladi Tlhotlhalemaje, Tlago Ramalepa, Dr Barbara Jensen, Miss Nontu Mashaba, Prof Yolanda Jordaan, Ingrid Jensen, Mr Ashton Bodrick, Phumeza Qaqa

As part of the students’ presentations to GMA, each group had to give a summary of the research they conducted on campus, focusing on determining UP students’ awareness, perceptions and usage of the Gautrain. Students not only had to deliver the research results, but also had to reveal some of the key insights they gained from their research. The students then had to give a summary of the publicity stunts they developed and executed during the period of 23 July to 1 August, executed at the Piazza on the Hatfield campus. In this time students also had to present their results, key findings and recommendations. Students then presented their proposed ideas to increase the use of the Gautrain among the youth, by focusing on the lifestyle experience offered by the Gautrain. The students proposed a variety of very exciting one to two weeks online viral marketing campaigns. The creative campaigns ranged from “the amazing race” to “find the character and win.” All these campaigns involved the use of the train, as well as the capturing and sharing content on various social media platforms such as Facebook, Twitter and YouTube.

Students ended their presentations with some relevant and insightful recommendations on ways the GMA could increase the usage of the Gautrain among the younger target market. The GMA was very impressed with students’ level of passion and professionalism. Barbara Jensen even said she would gladly employ most of the students in the marketing honours class of 2013.

As always, the GMA did not leave the students unpampered, giving them a tour of their stunning eco-friendly offices and providing them with a light meal in the very comfortable waiting area. Students also received three-time award-winning prestige Gautrain From dreams to reality history book. While students were still shaken from exam presentation and the tough judging panel, they were sad to see the project come to an end. Students expressed their gratitude to the GMA for allowing such an astounding opportunity to work with such a prestigious brand as the Gautrain. They also mentioned that the amount of learning and growing they experienced was unparalleled and truly unforgettable.