The Choose Cape Town marketing film won the silver award at the International Tourism Film Festival Africa for demonstrating an inventive marketing strategy to promote Cape Town.
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The short film, which was up for consideration in the Tourism Videos category, highlights Cape Town’s diverse appeal using six themes: visit, live, work, study, play and invest.
The ‘Choose Cape Town’ initiative goes beyond the film, employing shortened edits to focus on particular interests in important markets.
In Brazil, for instance, the ad highlighted ‘play and study,’ whereas in the US, the primary focus was on ‘visit and live’.
‘Visit and work’ was the motto in Germany.
Mayoral committee member for economic growth and tourism, Alderman James Vos, received the award on behalf of the city, saying, ‘We are deeply honoured to have been recognised for this film. Our goal was to capture the essence of Cape Town’s variety and inspire travellers worldwide to choose our city.’
According to Vos, the Mother City is an endless adventure for nature lovers, foodies, culture enthusiasts, family, friends and solo travellers.
Vos adds that the objective of the campaign is to boost the city’s economy and create more job opportunities for Capetonians.
He further stressed the importance of the Choose Cape Town campaign as a call to action for tourists to discover the distinct charm of the city.
The campaign also adds to Cape Town’s immense air connectivity achievements, with the Mother City now connecting to 31 locations worldwide.
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Picture: Unsplash / Marlin Clarkos
