Tsogo Sun

Sun Breaks Exclusive Content Library

Tsogo Sun


Sun Breaks Campaign Exclusive Content Library

Client


Tsogo Sun is a multinational hotel, gaming, and entertainment group.

Requirements


Crisp, approachable, clean lifestyle visual collateral showing families and friends having fun on holiday together at their hotels.

The client wanted their audience to feel part of the experience when engaging with the imagery on their platforms, which was taken into consideration throughout the production, planning and shoot process.

They were looking for a solution to optimize their existing spend on stock imagery. 

They were also interested in seeing how they would be able to make their content more relatable to their target market to assist in getting a better conversion rate as they found that the stock pool was too generic and suspected that it would be possible to see higher conversion rates if they had more relatable content.

Solution


MWP advised on mehtods to optimize the client's seasonal campaign budget in order to come out with a library of Exclusive Content that would be able to service their marketing needs throughout the entire year for 2 years running - while adding their desired outcome of having exclusive imagery that would be perfectly relatable to their audience.

The project was affected over a 5-day shoot across 2 cities at 4 different hotels within the group as well as further holiday locations.

The casting of 14 cast members, including children, family members, young adults, and older more professional-looking models were handled by the MWP casting team across the 2 cities. A stylist team, and hair and make-up artist ensured that all the models were looking their best.

Services

Pre-Production
    + Logistics
    + Scouting
    + Prep
    + Casting

Production
    + Production
    + Directing
    + Photography
    + Video

• Post-Production
    + Photo Editing
    + Color Grade
    + Cinemagraph Editing
  + Video Editing

Image of girl in a pool for Tsogo Sun's Image Library & Content Library by Michelle Wastie PhotographyImage of girl drinking a milkshake at the Beverly Hills Hotel in uMhlanga Rocks, Durban for  Tsogo Sun's Image Library & Content Library by Michelle Wastie PhotographyImage of girls on beach at the Beverly Hills Hotel in uMhlanga Rocks, Durban for  Tsogo Sun's Image Library & Content Library by Michelle Wastie PhotographyImage of girl on beach at the Beverly Hills Hotel in uMhlanga Rocks, Durban for  Tsogo Sun's Image Library & Content Library by Michelle Wastie PhotographyImage of girls playing on the beach at the Beverly Hills Hotel in uMhlanga Rocks, Durban for  Tsogo Sun's Image Library & Content Library by Michelle Wastie PhotographyImage of girl on beach at the Beverly Hills Hotel in uMhlanga Rocks, Durban for  Tsogo Sun's Image Library & Content Library by Michelle Wastie PhotographyImage of boy on rock at the beach at the Beverly Hills Hotel in uMhlanga Rocks, Durban for  Tsogo Sun's Image Library & Content Library by Michelle Wastie PhotographyImage of girl having fun in the pool for Tsogo Sun's Image Library & Content Library by Michelle Wastie PhotographyImage of children having funon the beach for Tsogo Sun's Image Library & Content Library by Michelle Wastie PhotographyImage of children in the pool at the Beverly Hills Hotel in uMhlanga Rocks, Durban for  Tsogo Sun's Image Library & Content Library by Michelle Wastie Photography

Creative Concept

The concept was simple: children, families, friends and couples having fun in the sun on holiday.

Image of girl friends having fun in the Southern Sun The Cullinan Hotel pool for Tsogo Sun's Image Library & Content Library by Michelle Wastie PhotographyImage of girl friends riding bicycles on the Promenade in Sea Point, Cape Town for Tsogo Sun's Image Library & Content Library by Michelle Wastie PhotographyImage of girl friends having fun at the Southern Sun The Cullinan Hotel pool for Tsogo Sun's Image Library & Content Library by Michelle Wastie PhotographyImage of couple having fun on the beach in Cape Town for Tsogo Sun's Image Library & Content Library by Michelle Wastie PhotographyImage of girl friends having a drink at the Southern Sun The Cullinan Hotel at the pool for Tsogo Sun's Image Library & Content Library by Michelle Wastie Photography

Stills, Video and Cinemagraph Shoot

Our photography, videography, and cinema graph team ensured that the best moments were captured for the client’s Exclusive Content Library utilizing Golden Hour light and creating moments with the clever use of light to add to the production value of the content library.

Image of girl friends having sundowners at the SunSquare Cape Town City Bowl Hotel Rooftop Bar for Tsogo Sun's Image Library & Content Library by Michelle Wastie PhotographyImage of friends having sundowners at the SunSquare Cape Town City Bowl Hotel Rooftop Bar for Tsogo Sun's Image Library & Content Library by Michelle Wastie PhotographyImage of friends having sundowners at the SunSquare Cape Town City Bowl Hotel Rooftop Bar for Tsogo Sun's Image Library & Content Library by Michelle Wastie PhotographyImage of friends having sundowners at the SunSquare Cape Town City Bowl Hotel Rooftop Bar for Tsogo Sun's Image Library & Content Library by Michelle Wastie PhotographyImage of friends having sundowners at the SunSquare Cape Town City Bowl Hotel Rooftop Bar for Tsogo Sun's Image Library & Content Library by Michelle Wastie PhotographyImage of friends having sundowners at the SunSquare Cape Town City Bowl Hotel Rooftop Bar for Tsogo Sun's Image Library & Content Library by Michelle Wastie PhotographyImage of friends having fun on the beach in Cape Town for Tsogo Sun's Image Library & Content Library by Michelle Wastie PhotographyImage of couple watching the sunset on the beach in Cape Town for Tsogo Sun's Image Library & Content Library by Michelle Wastie Photography

Timeline

- Pitching and quoting – 2 weeks
- Preproduction and production – 2,5 weeks
- Shoot – 1 week
- The postproduction process of selections and editing transpired over the course of 4 weeks.

Image of family walking on the promenade in Durban for Tsogo Sun's Image Library & Content Library by Michelle Wastie PhotographyImage of man and Woman in a hotel suite at the Beverly Hills Hotel in uMhlanga Rocks, Durban for  Tsogo Sun's Image Library & Content Library by Michelle Wastie PhotographyImage of Woman eating an ice cream at the Beverly Hills Hotel in uMhlanga Rocks, Durban for  Tsogo Sun's Image Library & Content Library by Michelle Wastie PhotographyImage of mother and daughter on the beach for Tsogo Sun's Image Library & Content Library by Michelle Wastie PhotographyImage of mother and daughter having fun on the beach for Tsogo Sun's Image Library & Content Library by Michelle Wastie PhotographyImage of family having fun on the beach in Durban for Tsogo Sun's Image Library & Content Library by Michelle Wastie PhotographyImage of family drawing in the sand on the beach for Tsogo Sun's Image Library & Content Library by Michelle Wastie PhotographyImage of family playing in the water on the beach for Tsogo Sun's Image Library & Content Library by Michelle Wastie Photography

Cinemagraphs

Cinemagraph content was created to optimize engagement across social channels resulting in up to 15x more engagement.

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