“Heita” from Top of Hillbrow Tower
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Media Release 14 October 2011 8·ta shouts “heita” from top of Hillbrow Tower 8·ta, South Africa’s fourth mobile operator is increasing its brand equity and awareness in and around Joburg, with the latest exercise being the rebranding of the iconic Telkom Hillbrow Tower. After weeks of speculation Amith Maharaj, Telkom Mobile’s managing executive confirms that as of today the iconic Telkom Hillbrow Tower will for the next three years be associated with 8·ta. The fiberglass and steel ball, which became an iconic symbol during last year’s 2010 FIFA World Cup, has been repainted Rhodamine Red to match 8·ta colours. “It really gives us great pleasure to shout ‘Heita” to Joburg residents and visitors from our sky-high position,” boasts Maharaj. The rebranding took just over a month to complete. 8·ta was launched last year on 14 October and has since greeted and introduced itself on taxis, busses, billboards and public transport ranks. “The rebranding of the tower is an expansion to these initiatives”. Maharaj added that they decided to give the tower a facelift while at the same time ensuring that 8·ta’s presence is being felt by increasing its brand equity and awareness. “This is also to celebrate 8·ta’s first year of operating in the mobile landscape in South Africa and to mark the tower’s 40th year.” The tower has also been given a “green light” with the use of environmentally- friendly light-emitting diodes (LED) lights. LED lights use 10 times less power compared to the previously used neon lights and have a longer life span. They also have a longer life span even when left on 24/7. “With the use of the LED lights we have also cut down the power usage from 2000 watts to 400 watts per light. This is a great saving,” adds Maharaj. The 38 tonne, eight-storey high steel soccer ball was erected as a symbol of Telkom's readiness to provide 99.99 percent network availability during the 2010 FIFA World Cup. To complement the ball the 269 metres high tower has been covered with three 14.4 x 52.0 metre 8·ta branded leg wraps made of mesh material. -ENDS- About the tower: The tower is currently the highest structure in Johannesburg, and is probably the city's most recognisable landmark. It is virtually the same length as the Titanic (269m long) and tallest tower in Africa. The tower was built over a three-year period between June 1968 and April 1971. The tower was previously known as the JG Strijdom Tower after the former South African Prime Minister and was later renamed Telkom Joburg Tower on 31 May 2005. Telkom uses it as a microwave tower to this date. Before it was closed to the public in 1981 for security reasons, it attracted tourists and visitors and housed two restaurants on the top floor, one rotating called Heinrich and the other called the Grill Room. It's a tribute to the tower's symbolic power that it has been incorporated into the city's official logo. About 8·ta: 8·ta is an innovative mobile service provider that provides South African consumers and enterprises the ability to talk more. Launched in October 2010, 8·ta uses state of the art Radio Access Network (RAN), Core and IT technology to deliver products that are of high value, simple to use and of high quality. Additionally, 8·ta has partnered with leading channel and distribution partners to ensure that its products and services will be widely available to all South Africans. To learn more, visithttp://www.8ta.com/ <http://www.8ta.com/> For further information please contact Tshepiso Mogotsi on (072) 472 6297 or at [email protected] <mailto:[email protected]> . McCann Worldgroup South Africa | Registered office: 4 Kikuyu Road, Sunninghill, Sandton | Registered number: 1957/001655/07 This message contains information which may be confidential and privileged. Unless you are the intended recipient (or authorized to receive this message for the intended recipient), you may not use, copy, disseminate or disclose to anyone the message or any information contained in the message. If you have received the message in error, please advise the sender by reply e-mail, and delete the message. Thank you very much. .