Cape Town is new Loeries venue


South Africa’s premier brand communication awards, the Loeries, will take place in Cape Town in 2009, from 25 to 27 September. For the last four years the Loeries have been held in Margate and before that in Sun City.

The decision to move the awards ceremony to Cape Town comes after months of deliberation by the Loeries Committee. The site earmarked for the awards ceremony is the Good Hope Centre in the East City Precinct, a site of great historic importance. The precinct has also become a home to the creative industry in Cape Town, with many advertising, design and marketing companies already making their home there.

Says Loeries MD Andrew Human: “The Good Hope Centre has been somewhat forgotten in Cape Town and we feel this is a perfect challenge for the Loeries. It’s a fantastic building and an exciting opportunity to do something different – we’re confident that it’s going to rock. Of course we will be putting together a full weekend programme including transport to and from the awards as well as other functions and parties.”

Earlier this year, the committee invited Margate, Cape Town, Johannesburg and Sun City to pitch to host this prestigious event. Sun City declined to pitch for capacity reasons, and the three remaining destinations presented their proposals for hosting South Africa’s premier advertising awards.

“Margate, Johannesburg and Cape Town all rose to the challenge and bent over backwards to accommodate the Loeries, making the committee’s decision very difficult,” notes Human “I’d especially like to thank all our Margate and KwaZulu-Natal partners as well as the local community for everything they have done over the last few years. Choosing to host the Loeries in 2005 was a brave decision and Margate proved they were up to the task. I am sure these years will always be remembered well in the annals of the Loeries.”

According to Human, many things were taken into account when choosing the host town, including event logistics such as accommodation, transport and the venue. “In the end, Cape Town’s pitch was selected by the committee as it provided the best solution to all our needs. It was very important for the committee to ensure that the event remains accessible and affordable and we will be working with our partners in Cape Town to meet this requirement. We know everyone is facing hard times and we will be doing what we can to keep costs down. And while some people have expressed reservations about holding the Awards in a big city, we feel very confident that we will keep the intimate atmosphere that the Loeries is renowned for, while offering all the glamour of Cape Town.”

Recognised as the Oscars of the Creative Industry, the Loeries now attract many international attendees, as well as local marketing executives, creative leaders, media and celebrities. Entries are judged by over 130 judges, made up of respected local industry leaders and chaired by international specialists.

“The legacy projects that accompany the Loeries will help to position Cape Town as a home for the creative industries. It offers great economic opportunities for the residents of Cape Town,” says Mansoor Mohamed, Executive Director for Economic, Social Development and Tourism for the City of Cape Town.

Andrew Boraine, CEO of the Cape Town Partnership, commented on the significance of hosting the Loeries in Cape Town: “The Loeries is a huge opportunity for Cape Town. It will add to the regeneration of the East City, which is currently a site of significant creative industries clustering and a major part of the city’s cultural hub. By attracting such a major event into the East City, our city can fast-track the redevelopment of the Good Hope Centre, and mobilise our creative community to engage with the Loerie’s extensive programme of activities.”

Commenting on the significance of the Loerie Awards for the tourism economy, CEO of Cape Town Tourism, Mariette du Toit-Helmbold, says: “Already in the enviable position of being both a fantastic city to visit, and a great city to live in, Cape Town is gearing up to stake our claim as Africa’s cultural and creative centre. The opportunities linked to hosting The Loeries are endless. Not only will it attract more than 5 000 visitors to our City, but it will create a platform for Capetonians to celebrate their City with the creative industry at large. We are thrilled to welcome the Loerie Awards to the Mother City.”

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