South Africa’s Blue Label Telecoms has launched a Justin Bieber branded starter pack in a bid to capitalise on excitement over the singer’s impending concert tour.
The operator announced the new offering on Wednesday, with Brett Levy, joint-chief executive officer, revealing merchants had snapped up more than 750,000 starter packs to sell on to customers.
The starter packs will include a range of discounts and incentives especially tailored for Bieber fans, with the company hoping to attract new customers through its branded offering in the build up to Bieber’s South African concert tour, to take place later this year.
Blue Label will soon launch a similarly topical offering for sports fans, recently having become a sponsor of the country’s national cricket team, as well as working on a partnership with the Blue Bulls rugby franchise.
The sports starter packs will be loyalty based, and will include free parking facilities at grounds, information and statistics on players, and other incentives.
The company noted the sports packages will be hosted only on the Vodacom network.