| Car Wash Media Launch |
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Money spinner for car washes in Soweto Launched It has become a national pastime. It's Saturday morning. You live or grew up in Soweto. Time to show off your wheels. You drive to the local car wash. The community awaits. Since everybody else is having their car washed you'll be there for a good couple of hours. Time to get your head shaved and buy some shopping for the kitchen. But most of all it's a great time to catch up with your friends. Needless to say, this cultural phenomenon is very appealing to advertisers. Provantage, one of South Africa's most successful media companies, has launched its new empowerment initiative in Soweto intended to benefit black entrepreneurs operating car washes in township communities. They have spent many months and loads of capital acquiring the rights from the municipalities to set up the infrastructure and advertise in the space these car washes occupy. This programme results in money and legitimacy for the formalised car wash owner. Provantage assists aspiring businesspeople by providing free infrastructure to upgrade their informal car wash to a formal business, and then sell the branding rights to its corporate clients and share 30% the revenue with the entrepreneurs. They will be supporting 10-15 entrepreneurs in Soweto, and before year-end will roll out to Alexandra, Tokoza, Katlehong, Mamelodi, Shoshanguve, and various other townships in Kwa-Zulu Natal, Western Cape and Eastern Cape. "Too often money is spent by township residents in the city centre and suburbs. Car Wash Media creates opportunities for aspiring entrepreneurs within their respective township," says Bongani Dlamini, Executive Director at Provantage. "We do business in the township environment on a daily basis as we work with businesses in the community as well as tailoring media products to reach consumers locally," Dlamini continues. "We have therefore taken seriously and actioned the call from Government and the Department of Trade and Industry for the private sector to uplift communities, and the youth in-particular to assist them in developing and maximising business opportunities." From a marketing point-of-view, the installations are an exciting out-of-home media innovation as township car washes have become a place to see and be seen. Car washes in townships have become an essential part of the community, a place to share music and catch up with friends", Dlamini continued. "This medium is one of the best places to connect with the emerging middle class, even those who have moved to the suburbs and come back to the townships on weekends. This venture aims to provide a new medium to reach consumers and provide a sustainable business opportunity and employment for the South African youth. Provantage Car Wash Media will be launched in: - Gauteng: Soweto, Alexandria, Thembisa, Thokoza, Katlehong, Mamelodi, Shoshanguve
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