The Rand Show has appointed consulting firm Stone as strategy and communication partners to revitalise the Rand Show for 2010 as Gauteng’s favourite family event. Work has already commenced to reinvent the 115 year old annual event as a wholesome family-directed consumer showcase.

Craig Newman of Dogan Trading, the new owners of the Rand Show, expressed delight at the appointment of Stone as strategy and communication partner for the 2010 Rand Show. Newman believes the experience and strategic approach that Stone will bring to the table will be invaluable to the Rand Show. The ultimate goal is to re-establish the Rand Show as the highlight of the consumers year.

“We are confident that the Rand Show will host a well-run and profitable milestone event that will create a legacy consumer platform and provide value to everyone, exhibitors and visitors alike" said Newman

Willem S Eksteen, founder and CEO of Stone stated that he is very excited about the opportunity to be part of the project to put the spark back into an event that in the past enjoyed the blessing of royalty and has become an institution in South African family calendar, but admits that there had been some negative feelings developing about the event before Dogan Trading bought the Rand Show.

He believes it will be an exciting challenge to provide strategic and communication value to overcome potential negative perceptions and really ensure an all new and totally fresh Rand Show in 2010.

“The 2010 Easter event will be the first milestone on a longer and definitely sustainable strategic route to reposition the event as Africa’s leading consumer showcase,” states Eksteen. He believes that the brand must be made ‘sexy’ again and deliver on the consumer showcase promise and provide an exciting Gauteng event that will not only entertain people from the province but will add to make the economic hub of the country a festive consumer tourist destination for the Easter holidays.