Loerie Awards 2011 shed a bright light on Cape Town creativity

The 33rd Annual Loerie Awards and Festival Weekend had Cape Town buzzing from Friday September 16 to Sunday September 18. The awards are an annual event and pay tribute to the best work produced in the brand and communication industry in Africa and the Middle East.

There was plenty of celebration (including the quirky, much-loved choice of presenters Riaan Cruywagen and David “The Hoff” Hasselhoff) as the Loeries came to roost at their new Cape Town International Convention Centre (CTICC) venue. Both prize-giving events were sold out, with 1 500 people attending each night’s ceremony. The awards ceremonies were also broadcast live at venues across Cape Town to accommodate those that did not get their hands on a ticket soon enough.

Cape Town’s creative star shone particularly brightly at this year’s event, with local agencies grabbing three of the top five (first, third and fifth) spots on the official overall ranking table.

Two of the three highly coveted Grand Prix awards also went to Cape Town agencies – Ogilvy Cape Town and HelloComputer. Cape Town Tourism is particularly proud of Ogilvy Cape Town’s Loeries achievements as it has been appointed as our advertising agency for the development and implementation of an international marketing campaign aimed at stimulating demand for Cape Town as a destination.

Other Cape Town agencies, film companies and tertiary education facilities also hogged the limelight. Agencies such as the Jupiter Drawing Room, Saatchi & Saatchi, M&C Saatchi and Abel, Lowe Bull Cape Town, King James, Egg Films and the AAA School of Advertising Cape Town all garnered wins.

All the prizes won, and the fact that the Loeries’ home is in Cape Town, serve to uphold the notion that Cape Town is the creative capital of South Africa, a city of inspiration and innovation. Far from being an elite gathering of a specialised market or merely an advertising sector party, the Loeries are South Africa’s creative-sector Oscars and a perfect match with Cape Town’s positioning. 

The creative industry in Cape Town is a dynamic and innovative industry that is at the cutting edge of the new economy and focused on finding new ways of bringing people together. Design is serious business and Cape Town is committed to using design to transform its city – making it not just a great place to visit, but a great place to LIVE! This is an important affirmation for Cape Town’s positioning as an inspirational, creative, culturally connected urban destination. 

With international design and innovation events such as Design Indaba, Cape Town Fashion Week and the Loerie Awards taking place in Cape Town annually, as well as the possibility of taking home the World Design Capital 2014 title in October this year, we believe we have a stronger case than ever to draw like-minded visitors, talent and investment to Cape Town; people who are interested in our way of life, our diverse cultures and creative networks.

Andrew Human, CEO of the Loeries, said: “We made a lot of changes to the format this year. The awards ceremonies were moved from the Good Hope Centre to the CTICC, we shortened the awards and focused on the work rather than the entertainment, and for the first time in the history of the awards we had a live transmission to a second venue with an additional 1 000 people. On top of this, we chose two MCs who are not typical MCs but cult celebrities who are known across three generations. So we weren’t really sure how it would all play out.

“When Riaan Cruywagen received a standing ovation on the opening night it was just amazing and that was followed by another standing ovation for The Hoff on the second night – something I haven’t experienced before. Overall I would say that Creative Week and the Festival Weekend were very successful. The CTICC as a venue certainly raised the standard and I was glad to see that everyone in the industry rose to the occasion – I’ve never seen the creatives looking so good as on the red carpet this year.

“Cape Town was a fantastic host – we had great weather on Friday and Saturday with only a little rain on Sunday, at which point it was too late to dampen anyone’s spirits – and the MyCiti transport system for all the delegates worked extremely well. I would think that all tourists visiting the city should have similar access.”

The title of host city for the Loerie Awards 2012 is once again up for tender and a decision is expected to be made in December as to which of South Africa’s five competing cities will take the vote. We believe that the hosting of this event is an important part of positioning Cape Town as the place of innovation and ideas, the place where people can come together in a shared mental space, a hotbed and source of inspiration for many creative applications.

Cape Town Tourism is committed to see the Loeries return to Cape Town next year. We agree with Cape Town Executive Mayor Patricia de Lille when she said: “All paths have landmarks. Some are easier to see than others. But let us concede that the Loeries are one of them. It is the expression of an industry we want to foster.”

Mariette du Toit-Helmbold
Cape Town Tourism CEO

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