Cape Town: The City of Cape Town recognises ‘Choose Cape Town’ as the winner of the film big at the International Tourism Film Festival Africa 2024. The marketing video won the silver award on Friday, June 14, 2024 and highlighted the innovative approach taken by the city to promote Cape Town.
The short film was nominated in the Tourism Videos section and captured Cape Town’s diverse appeal through six themes considering visit, live, work, study, play and invest. The video was featured at trade shows, on social media such as YouTube and on the official website of the City of Cape Town.
Reportedly, Cape Town continues to shine on the global stage and the award-winning campaign was an initiative towards why the world should choose Cape Town as their next travel destination.
Member of the Mayoral Committee for Economic Growth and Tourism – Alderman James Vos, is the one who have received the award and said that they are deeply honoured to be recognised for the film. He explained, “Our goal was to capture the essence of Cape Town’s variety and inspire travellers worldwide to choose our city Cape Town.”
“I must thank our Place Marketing team and Soapbox Films for their incredible work,” said Alderman Vos. The ‘Choose Cape Town’ campaign extends beyond the film by using shorter edits to target specific interests in key markets, such as the campaign in Brazil was focused on ‘play and study’, while in the US, it emphasised ‘visit and live’ and in Germany, the focus was on ‘visit and work’.
MMC for Economic Growth stated further that the Mother City offers endless adventures for nature lovers, foodies, culture vultures, families, friends and solo travellers. Vos explained that their tourism campaign aimed to boost the economy and create more job opportunities for Capetonians.
Alderman Vos stressed upon the importance of the ‘Choose Cape Town’ as a call-to-action for the visitors to experience the unique charm of the city.
“It was our priority to make sure the campaign is implemented, as we knew it would draw visitors and stimulate economic growth. The promotion was part of our strategy to boost tourism volumes and values,” said James Vos. He mentioned that they are showcasing these promotions on airlines, in airports around the world and through digital campaigns in key source markets including US, Germany, UK and Brazil.
The campaign also complemented Cape Town’s impressive air connectivity achievements. They have managed over the last period to connect Cape Town with total 31-destinations around the world. This has enhanced their accessibility and appeal as a global destination, said Alderman James Vos.