You don't need a holiday, you need Cape Town

Cape Town Tourism hosted its seventh annual general meeting last night. The new international marketing campaign was also launched amongst great anticipation.

Guests in attendance were impressed with the new strategy and the campaign's slogan, "You don't need a holiday, you need Cape Town."

Cape Town Tourism CEO Mariette du Toit-Helmbold explained in her address how the campaign deliberately juxtaposes an expected Cape Town with an unexpected one. "Our aim is to capture the ‘collisions’ that come about as a result of our multicultural mix, and the many influences that have manifested themselves in Cape Town, portrayed in the unique cooking, art, expression, people and way of life. The result, we think, will be an authentic reflection of Cape Town that offers up something truly differentiating, new and fresh for the traveller who arrives with a preconceived idea of what Cape Town will deliver, but is left inspired and with so much more than a few nice photos," she said.