The partnership entailed a large scale study, over 3 600 student respondents, to find out what students’ perception and awareness level of the Gautrain were. Once the study was completed, the students were divided into seven groups. Each group had to develop a publicity stunt in order to create excitement about the Gautrain and to educate students on the life style experience offered by the Gautrain.

In order for students to get an industry perspective on publicity stunts, the lecturer, Miss Nontu Mashaba, invited two companies, namely Blackmagic Communications and Ventilation Productions, to give guest lectures on the specific topic and to share expertise with the students. The speakers from Blackmagic were Mr Thami Nyendeni, Head Consultant, Brand and Communication Specialist and co-owner of Blackmagic Communications and Miss Mbali Zibi, the company’s Accounts Manager. During the lectures, a great deal of emphasis was placed on the importance of understanding the brand at hand before planning and executing any strategy.

The other speaker was Mr Lebogang Mothibe, Managing Member and co-owner of Ventilation Productions, also known as Shugasmakx in the world of music. Mr Mothibe shared some of the publicity work they had done for certain brands and personalities. Being in the music industry himself, he shared a different perspective, encouraging students to ensure that their publicity stunts offer entertainment to the audience. He also highlighted the importance of measuring the results of their publicity stunts.

The students worked on their stunts for two months, with a budget of R5 000 per group. All publicity stunts were executed during the first two weeks of the second semester.

Miss Nontu Mashaba (lecturer), front row left and Mr Lebogang Mothibe, front row extreme right.