A shift in marketing to returning ex-pats

You may recall that a few days ago I made a big hoo-hah about being a published author, and that I had a testimonial printed in the September issue of SA Promo Magazine… Well if you looked at it, and looked closely at page 78 of the magazine, you will notice a very interesting advertisement. It appears that St Andrews School for Girls, a private school in Senderwood, Johannesburg, is going to be exhibiting at the forthcoming HCR Woza Ekhaya event in London .

And not only St Andrews, but other schools are going to be present too. St Peters (Sunninghill) and St Johns College (Houghton) are also confirmed exhibitors. Admittedly, this does start to look like the guest list to the Last Supper - but it was always going to be private schools that would go down this route with regard marketing their brand.

There definitely is a twofold reason for their involvement. Firstly, a recruitment drive to attract back to South Africa the ex-patriot teacher population.
But secondly, and to my mind more interestingly, this represents an opportunity to market to ex-pat parents in London and the UK, who are concerned at schooling for their children when they return.

To me this marks a very interesting shift in the marketing and focus of attracting South Africans back to South Africa.
Not only will companies continue to market to the young professionals who have been over in the UK for only a few years – but the scope is being broadened seemingly, focusing on those who have been overseas for several years, who have perhaps begun families, and are now at a point of considering returning with their families.

It will be interesting to know what responses these schools get from parents at the HCR event.

Gautrain revisited...

So where was I before I was so derailed last night with my Gautrain blog?

The Gautrain project is South Africa’s first Rapid Rail project, and will link Pretoria, Johannesburg and the international airport together through Sandton, Rosebank and Marlboro. If you have been to London, this scheme is going to be very similar to such operations as the Heathrow or Gatwick Express trains.

While the project itself is part of Gauteng’s preparation for the 2010 Football World Cup, there is intended to be benefit for the general public, as it will provide a viable alternative form of transportation for people travelling particularly between Johannesburg and Pretoria.


I know my initial tendency always appears to be toward cynicism, but in this instance I do have some concerns which I have not yet found answers for.
You see, whereas the Heathrow or Gatwick Express trains feed directly into major transport systems in the form of the London Overland system, the Underground system, or a spider web of bus services, I am unsure that the Gautrain system will feed into any such system. In fact, until today I was not convinced that it would be used by anyone other than those going to the airport.

However during a conversation over lunch, the Gautrain came under discussion, and a senior colleague mentioned that he would happily consider using the Gautrain from his home in Pretoria, to the station in Rosebank, as this was a very real alternative to the living hell of the Ben Schoeman highway. But, (and there usually is one) the company would (and very likely will) need to lay on a shuttle service between the office and the station.

And therein is my problem… Once you get to a station, how do you progress further? I cannot see that my colleague would easily don his suit and tie and make use of a taxi. So while I am being cynical, perhaps this represents a very realistic business opportunity for a private bus company to begin supporting a route around each of the stations and creating a transport infrastructure. Whether this is possible, I don’t know. Whether someone has already come up with this plan, I could not say. But I do feel it is a gap in the market looking to be filled.

And then my second concern… Why the bias to the East Rand? Surely a station at Randburg, and perhaps Roodepoort are required? And with Lanseria looking likely to develop into a second international airport to service Johannesburg and the Gauteng province, why not develop a link to that airport at this stage – while there is little development in the area, and a cheaper overland line can be laid, rather than a subterraneous route?

I am sure that once more the answer is cost, or that the more urgent need was to service the East Rand. I can only hope that the Gautrain project is the start of a regeneration of the provinces transport network, and that over time the branches I mentioned above are added, that a suitably compatible supporting infrastructure of transport is added to increase the reach and utilisation of the service.

The Gautrain is either going to be a catalyst to regional regeneration, or the World’s fastest White Elephant.

Gauging the Gautrain

I recently received a forwarded email about the Gautrain, the new rapid rail service being built between Pretoria, Johannesburg and the International airport in Kempton Park.

My intention was to post a few pictures and give some detail about the new train service. For many people living in Gauteng, the construction of this service is having a very real impact on them – either affecting the motor ways they travel on, or causing detours and deviations in the central business areas of Johannesburg, Sandton, Rosebank and Pretoria where some of the major stations and subterraneous stations are being built.

Having lived in London and enjoyed the ease and convenience of the Underground service, I can see how this train can benefit the province of Gauteng, and I do hope it will alleviate traffic, as the website predicts.

But then I found one amazing fact, which I never knew before – despite having lived 28 years in South Africa.
South African trains run on a gauge known as “Cape Gauge” which is 3ft 6in wide. (1,065mm) I had always assumed that South Africa operated Standard Gauge (4ft 8¼in – 1,435mm).
Standard gauge is used throughout Europe, and was the original gauge that George Stephenson used when he developed Rocket.
Cape Gauge is used through Southern and Central Africa, as well as Japan and New Zealand, amongst others

I was amazed at this fact, and that the Gautrain is being built on bogeys that are standard gauge – seemingly the first and only train to use this gauge in South Africa.

The Gautrain website indicates that

"the wider gauge [Standard Gauge] is the predominant gauge used world wide and will allow the Gautrain higher speeds at high levels of comfort and safety. It also allows access to modern state of the art technology at the lowest cost"

So if Standard Gauge is faster, more comfortable, safer and cheaper – why have we waited SO long to use it – why are we using Cape Gauge?

I guess, like so many other difficult questions, the answer is simply COST.