Network X has identified the growing need for advertising in the Tavern and Township segment. Populated by young, fashionable South Africans who are striving for an aspirational lifestyle, taverns are prime locations for integrated marketing campaigns, specifically those situated within the township environments. The current trend amongst young, affluent South Africans, is to work in the city during the week, and then to return to the township on the weekends in order to maintain their sense of identity, cultural pride and close proximity to their ‘roots’. In this way, tavern advertising is the ideal form of media with which to communicate with this segment –upmarket, sophisticated advertising that understands where they see themselves in the future, perfectly positioned in the environments in which they find themselves today.