Sun International’s Time Square debuted Gauteng’s biggest New Year’s Eve party in the heart of Menlyn Maine, Pretoria.
Time Square’s New Year’s Eve Block Party is hosted in the state-of-the-art Sun Arena from 31 December to 1 January featuring the hottest DJs including Black Coffee, Kent, Euphonik and many more.
Circle designed the brand identity for the event, positioning it as a ‘Blockbuster’, complete with a square brandmark, as a metaphor for the Time Square precinct being situated on an entire block. As an annual event, the brandmark can be used year after year with only the date requiring updating.
The visual language and the vibrant colour palette mirror the party experience of being exciting, vibrant, upbeat and electrifying, complete with imagery of DJs, party goers and strobe lights. To promote the event, a cheeky, hip and fun tone is used, such as ‘Be there or be square!’ and ‘It’s gonna be a blockbuster!’.
Time Square’s New Year’s Eve Block Party was communicated through various mediums including TV, radio, online banners, digital screens, billboards, emailers and posters.