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Another accolade for Cape Town Tourism Facebook campaign

September 25, 2013 Social Media No Comments Email Email

Cape Town Tourism’s Facebook-based travel game Send Your Facebook Profile to Cape Town won Cape Town agency, Ogilvy&Mather, a Gold Loerie Award in the category “Digital&Interactive – Social Media” at this weekend’s Loerie Awards.

The campaign also won Ogilvy a Gold Cannes Lion earlier this year and contributed to Cape Town Tourism winning a Travel + Leisure SMITTY Award also in 2013.

Send Your Facebook Profile to Cape Town, launched in October 2012, saw Facebook users around the world being able to send 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 Cape Town as a city that 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 at this weekend’s 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.

CEO of Cape Town Tourism, Enver Duminy, congratulated all the winners, “Cape Town’s creativity stood out at the Loeries this year and we would particularly like to recognize Ogilvy, who was our agency for the award-winning Send Your Facebook Profile to Cape Town game, as well as Flow Communications, for their work on the campaign.”

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 till 7 October. 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 [ ], which will be repurposed as a user-generated research portal for visitors planning their trips and itineraries for Cape Town.

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