Cape Town Live it! love it! LOUDER!

Cape Town Tourism’s Live It! Love It! LOUDER! campaign calls on Capetonians to make the most of the 2010 World Cup limelight by being proud ambassadors and welcoming hosts. It turns up the volume on Cape Town Tourism’s Live It, Love It mantra, and hopes to magnify visitors’ experience of the Mother City’s hospitality by creating an electric atmosphere in keeping with an African World Cup.

Cape Town Tourism CEO Mariëtte du-Toit Helmbold says, “Cape Town is an authentic place with so much beauty, contrast and texture, so much to love. For 2010, we are saying let’s do all the things that we do in Cape Town but let’s make more noise, have more fun and look brighter than ever for our warmest welcome. Louder isn’t just noise. It’s about confidence, self-expression and pride in the things that make Capetonians unique.”

How it all began

The campaign was launched on June 11, 2009 – exactly one year to kickoff – with a celebratory City Sightseeing bus parade through the CBD and a ceremonial kickoff on Table Mountain.

Citizens of Cape Town also got to Live It! Love It! LOUDER! in the streets of Cape Town during the inaugural Ubuntu Festival, co-sponsored by Cape Town Tourism and timed to coincide with Nelson Mandela’s birthday on July 18.

In the months ahead, Cape Town Tourism will roll out numerous Live It! Love It! LOUDER! activities for the public. See the “Get involved” page for details.

Why it’s important

“We can have all the infrastructure in place and ready,” says Du-Toit Helmbold, “but if we don’t have the warmth and excitement of the people of Cape Town, we are not reaching our true potential as a host city. Cape Town Tourism is committed to inspiring citizens in the run up to the World Cup to be the most colourful, welcoming and remarkable hosts the world has ever experienced.”