| PRASA - Passenger Rail Agency of South Africa
2011 REBRAND 100 > best of awards Enterprise Rebrand Country Base: South Africa Industry/Sector: Transportation, Railways, Travel, Government and State Agencies Below: Before and After Images in Slide Show, Summary, Credits 
Summary: Industry Setting To deliver a more effective passenger rail service, the South African Government’s Department of Transport expanded the mandate of the South African Rail Commuter Corporation (SARCC), resulting in the new Passenger Rail Agency of South Africa (PRASA). Challenge Under the SARCC, services like MetroRail (commuter rail), Shosholoza Meyl (long distance passenger rail), Premier Classe (luxury long distance passenger rail), Autopax (long distance bus services) and Intersite Property Management Services (stations) were fragmented and operating separately. The different operations were allowed to move in different directions because they had different objectives. Strategy/Result PRASA was established to ensure that despite different purposes, the different operations worked together. The creative idea of two concentric circles symbolizes the two primary modes of transport – road and rail, moving towards one goal. PRASA was charged with getting South Africans moving more efficiently and cost effectively – and to create the right image of South Africa, during the FIFA 2010 World Cup, as a country with world class public transport. PRASA was established to get South Africans (and soccer fans) moving easily and affordably – and create pride, better income generation and proof that the Government is fulfilling its promise. The new Brand Expression – ‘Be Moved’, articulates PRASA's role as both functional (movement) as well as emotional (inspirational) The PRASA website traffic over the World Cup in June jumped from 6,000 visitors to 68,000. A 1133% increase. 3.2 million people attended the World Cup 2010. PRASA moved 1.5 million of them. Credits: Client: PRASA - www.prasa.com Brand Strategists/Designers: Brand Leadership Group - www.brandleadership.com Chief Strategy & Creative Officer: Thebe Ikalafeng Creative Director: David Minnaar ATL Copywriter: Des Brown BTL Copywriter: Heidi Tressel Industrial Designer: Dante Lupini Brand Activation Director: Shlobi Mpanza Account Manager: Noxie Ntuli [back] |
