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8·ta rebrands Hillbrow Tower

October 14, 2011 1:14 pm 0 comments

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Amith Maharaj new 8·ta rebrands Hillbrow TowerSA’s fourth mobile operator, 8·ta, is rebranding the iconic Telkom Hillbrow tower - a move aimed at increasing its brand equity and awareness in Johannesburg.

After weeks of speculation Amith Maharaj, Telkom Mobile’s managing executive confirms that as of today the 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 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.

8·ta was introduced last year on 14 October and has since greeted and introduced itself on taxis, busses, billboards and public transport ranks. 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.

“The rebranding of the tower is an expansion to these initiatives”. 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.

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