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October 12, 2009

World Cup atmosphere builds in Cape Town as citizens Live It! Love It! LOUDER

Cape Town’s build-up to the 2010 FIFA World Cup is gaining momentum, with fewer than 300 days left to kickoff and our Green Point stadium nearing completion. The Final Draw – taking place at the Cape Town International Convention Centre in early December 2009 – is just months away, and this event will be watched by an international television audience of an estimated 700-million people, ensuring that the spotlight is firmly turned onto Cape Town.

Cape Town Tourism’s Live It! Love It! LOUDER! campaign calls on Capetonians to make the most of the limelight by being proud ambassadors and welcoming hosts.

Says Cape Town Tourism CEO Mariëtte du Toit-Helmbold: “Visitors always comment on how hospitable the people of Cape Town are. Through our Live It! Love It! LOUDER! campaign we are hoping to magnify this experience by creating an electric atmosphere in Cape Town, befitting an African World Cup.”

The Live It! Love It! LOUDER! campaign turns up the volume on Cape Town Tourism’s Live It! Love It! mantra. “The philosophy is the same – Cape Town is an authentic place with so much beauty, contrast and texture, so much to love,” comments Du Toit-Helmbold. “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.”

The campaign was launched on June 11 – 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.

Over the months ahead Cape Town Tourism will organise numerous Live It! Love It! LOUDER! activities – including diski dance lessons and vuvuzela-blowing competitions, to the unique rhythm of local Cape Town band CODA’s Blow Your Vuvuzela song. The aim is raising local enthusiasm and excitement to an all-time high ahead of Cape Town’s big moment as a 2010 FIFA World Cup host city.

“We can have all the infrastructure in place and ready, 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,” says Du Toit-Helmbold. “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.”

Cape Town Tourism is the official destination marketing and visitor services agency for the City of Cape Town. For more information on Cape Town Tourism’s Live It, Love It, LOUDER! events, competitions and call-to-action campaigns, stay close to www.capetown.travel/2010, email: 2010@capetown.travel or contact +27 21 487 6800.

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