Case Studies
Kaelo Commercial Consultancy works with rights holders to identify the true sponsorship value of their properties and then packages these rights to maximise their income.
Case Studies
TXT Station – Interactive
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Kaelo is acutely aware of the importance of interactivity in sponsorship going forward and in the convergence of media platforms. To this end we have secured the exclusive rights to TXT Station in South Africa.
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Commercial Consultancy
Kilimanjaro Marathon - An event in the middle of nowhere
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Since 2004, Kaelo has been operating the Kilimanjaro Premium Lager Marathon and Half marathon. This event is held in Moshi, Tanzania each year in early March.
The event caters for over 4 000 athletes in 3 different races over 5 km, 21 km and 42km. The competitors are made up mostly of Tanzanian and Kenyan locals together with a large contingent of international competitors who travel from all corners of the globe to take part.
The event was initially very difficult to organise in Tanzania, particularly in an area such as Moshi, events of this size and standard had not been staged before. Kaelo staff from Johannesburg worked with local athletics bodies to organise the race as well as with a multitude of travel groups and hotels to manage the international competitors.
There are very few infrastructure suppliers available, hence much of the infrastructure is sourced in Johannesburg, Dar es Salam and Nairobi.
Communication between Moshi and Johannesburg is sporadic, which required Kaelo staff to make regular visits to Moshi to implement a successful event.
The event has been hailed as a marathon of the highest standard with international broadcasters particularly clamoring for the race content produced by Kaelo. The entire production crew was originally sourced in South Africa, but over the past three years nearly half the crew are now trained and recruited in Tanzania.
The lesson of success from this activation of this event is keeping it simple, applying strict timelines and communicating with all parties consistently.