Objectives

The primary objective of the tender is to appoint a service provider to execute activation and promotion campaigns for Rea Vaya BRT services over a period of one year from the date of award. The campaign aims to increase passenger numbers, achieve a target of 48,000 passenger trips per day, and enhance public awareness and education about Rea Vaya services across various phases and routes.

Scope

The scope includes:

• Executing 48 face-to-face activation and promotional campaigns within areas served by Rea Vaya BRT, specifically for Phases 1A, 1B, and 1C.
• Promoting existing services of Phases 1A and 1B, with potential overlap with Phase 1C routes introduced in late 2018.
• Creating awareness about Rea Vaya services, safety, infrastructure, and related transport modes such as Metrobus, Metrorail, Gautrain, and private buses.
• Targeting areas within Johannesburg where Rea Vaya operates, including Berea, Yeoville, Orange Groove, Norwood, Alexandra, Sandton, and Greenstone, among others.
• Collaborating with Transport Department to determine detailed target markets and areas for campaigns prior to execution.

Technical Requirements

The service provider must:

• Design and implement 48 activation campaigns across specified locations.
• Ensure campaigns are aligned with Transport Department’s strategic goals and are executed in designated areas.
• Coordinate with Transport Department before campaign roll-out for planning and approval.
• Utilize face-to-face engagement, promotional activities, and event-based campaigns.
• Deliver campaigns that attract new passengers, educate the public, and promote Rea Vaya services effectively.
• Ensure all campaign materials and activities comply with relevant safety, health, and legal standards.
• Provide detailed reporting and documentation of campaign activities and outcomes.

Skills Requirements

The successful bidder should possess:

• Experience in executing large-scale activation and promotional campaigns, preferably in public transport or related sectors.
• Strong project management and coordination skills to handle multiple campaigns simultaneously.
• Expertise in face-to-face marketing, community engagement, and event management.
• Ability to develop targeted marketing strategies based on demographic and geographic data.
• Knowledge of health and safety regulations applicable to public promotional activities.
• Proficiency in reporting, monitoring, and evaluating campaign effectiveness.
• Capacity to work collaboratively with municipal departments and stakeholders.