Said Itumeleng Pooe, acting chief executive and head of the Events Unit of CTRU: “The event organisers present were unanimous in their support of the re-launch of the Cape of Great Events concept - a model that was introduced during the Joint Marketing Initiative of 2002. The stamp of approval is a win/win concept for both the event and the host destination - more credibility for the event and heightened recognition for the destination.”
The selection process had to consider several criteria, including addressing the issues of seasonality, regional spread and transformation.
“Events are recognised as an integral part of the overall strategy to market the province and act as catalyst to bring in volumes to our destination. Globally events are also seen as a catalyst for trade and investment, film and structural developments. The relationship with event organisers has always been one of funding and PR opportunities, so with the Cape of Great Events we are expanding our marketing horizon. Events tourism will reinforce the pillars of our destination marketing efforts,” said Pooe.
“This stamp of approval is long overdue and is one of the best things to happen in further marketing our many event offerings,” says Eddy Cassar from Eddy Cassar Public Relations and Promotions.
Juliana Meridith of the Riebeek Valley Olive Festival echoed Cassar's sentiments: “We commend this move and we should all aspire to be part of the Cape of Great Events.”
“Cape Town Routes Unlimited is well aware of the challenges that lie ahead, but we are determined to make the Cape of Great Events concept work to further profile our vibrant destination. We want it to be recognised as the destination‘s stamp of approval and excellence by various audiences around the globe,” added Pooe.
The Events Unit also unveiled its plans for 2009 at the forum and shared which events it will be focusing on in the new year.
