Recently established design and creative agency, Red Pixel, has been commissioned by ACSA to conceptualise and design the 'Keep Discovering ORTIA' campaign, aimed at dispelling the perception of expensive merchandise.

Red Pixel, headed by Mark Powell, and a division of the Primedia Lifestyle family, specialises in conception, design and rollout of creative campaigns for leading shopping malls in South Africa, including the Airports Company South Africa (ACSA).

'Keep discovering ORTIA' was conceptualised to create awareness amongst the general public, tourists and travellers using the Gautrain, to ensure it is the preferred method of transportation to and from OR Tambo International, and to reiterate the airport as a viable and cost effective alternative shopping destination.

Red Pixel's Mark Powell comments, 'The Gautrain is already popular amongst people travelling to OR Tambo, and growing in popularity as a viable means of public transportation. This provided us with a targeted media platform aimed at the consumers that we wanted to reach, with minimal media wastage. With the addition of the Pretoria link, more people now have access to OR Tambo and to a wide variety of brands and products which can be purchased.'

According to Red Pixel, the creative merged the placement of the media platforms within the stations to the various Gautrain destinations with an overall message that the consumer could easily identify with. The Gautrain creative displays a zipper, which represents the Gautrain tracks, which opens to reveal a world of offerings available at OR Tambo, ranging from fast foods to world class brands such as Ferrari and Prada; all accessible in under 15 minutes.