Global Out of Home Media has been reflecting on a successful media partnership with the prestigious Mercedes-Benz Fashion Week, which took place at the Swiss Spirit Alisa Hotel in Accra, Ghana from 2-4 August 2019.
In terms of the media partnership, Global Out of Home Media provided Mercedes-Benz Fashion Week access to 10 strategically located billboards around Accra, providing the brand an enhanced opportunity to promote and drive awareness of the highly anticipated event.
This year’s Mercedes-Benz Fashion Week was the sixth staging and featured some top designers from around the world.
According to event organiser, Global Ovations, approximately 5,000 guests attended, with the attendee profile that of a 24 to 59-year-old spending an average of $200 per transaction at a local boutique. Further, according to Global Ovations, 48% of them own a home, with nearly 50% driving a luxury vehicle, making this an upper income audience with an affinity for high-end brands and one with the disposable spend to afford these brands.
“This event, and the exposure to the broader audience in attendance was a great fit for Global Out of Home Media, as we look to grow the business and increase awareness of our capabilities in the Ghanaian market. Added to this we are proud to be in a position to support local business, the arts and culture,” says Marcell Entres, Global Out of Home Media’s General Manager for Ghana.
In Nielsen’s ‘Africa’s Prospects Indicator, Edition 8, Quarter 1 2019’ report1, which looks at macro, business, consumer and retail indicators, the report points to the fact that the IMF expects Ghana to be one of the fastest-growing economies in the world, along with being “Africa’s second-best business prospect with improved country and own business growth expectations.”
In addition, according to the Nielsen report, Ghanaian consumer prospects have improved significantly, with 36% of retailers of the opinion that consumer spend is increasing compared to only 11% a year ago. On top of that, 32% of retailers also believe that consumers are more willing to try new products, compared to only 15% a year ago. Consumer confidence levels regarding job prospects and personal finances are stronger than in Kenya, the current top-ranked prospect, which bodes well for Ghana as a long-term market expansion opportunity.
All of this points to a favourable environment for brands and a positive outlook for a market in which Global Out of Home Media has already established itself and is primed to assist these brands in reaching a targeted audience.