Send Your Facebook Profile to Cape Town, a Facebook-based travel game created for Cape Town Tourism, won Ogilvy & Mather, an advertising agency, a Gold Loerie Award. The agency beat out its competition in the Digital & Interactive – Social Media category of the Loerie Awards, which recognizes creative advertising excellence in the Southern Hemisphere.
“Cape Town’s creativity stood out at the Loeries this year, and we recognise Ogilvy, who was our agency for the award-winning Send Your Facebook Profile to Cape Town game as well as Flow Communications for [its] work on the campaign,” said Enver Duminy, CEO, Cape Town Tourism. Duminy also congratulated the other award winners.
Launched in October 2012, Send Your Facebook Profile to Cape Town saw Facebook users around the world sending their Facebook profile on a five-day virtual holiday to Cape Town with a tailor-made itinerary and regular feedback from the vacationing profile. The app demonstrated that Cape Town offers everything from high-energy adventure sports to relaxing and family friendly experiences. The competition element was the prize of a real holiday to Cape Town for both an international and domestic player. During the four-month long campaign, 8,212 people played the Facebook game.
Ogilvy & Mather Cape Town took home a full basket of Loerie Awards as did Cape Town’s AAA School of Advertising, AFDA – the South African School of Motion, Draftfcb Cape Town, King James and The Jupiter Drawing Room Cape Town, amongst others.
Cape Town Tourism continues to invest in the digital space; the second #lovecapetown campaign is currently unfolding. It sees Cape Town playing host to three international bloggers in travel, design and food until Oct. 7. The international bloggers are joined by companion bloggers from Cape Town and other parts of South Africa as they explore the city. Much like #lovecapetown 2012, this campaign unfolds across Twitter and Facebook through the hashtag #lovecapetown, but in 2013, a strong Instagram element has also emerged.
The content evolving from blog visits and social media interactions will be collated into a series of images, blogs and user-friendly lists on a #lovecapetown mini-site at www.capetown.travel/lovecapetown, which will be repurposed as a user-generated research portal for visitors planning their trips and itineraries for Cape Town.
Responsible for destination marketing as well as visitor and industry services, Cape Town Tourism is the city’s official tourism organization.