City’s ‘Choose Cape Town’ film wins big at International Tourism Film Festival Africa 2024

18 June 2024

The City’s ‘Choose Cape Town’ marketing video has won the silver award at the International Tourism Film Festival Africa 2024.

The short film, nominated in the Tourism Videos section, captures Cape Town's diverse appeal through six themes: visit, live, work, study, play and invest. It is featured at trade shows, on social media such as YouTube, and on the City's website, www.thisis.capetown.

‘We are deeply honoured to have been recognised for this film. Our goal was to capture the essence of Cape Town’s variety and inspire travellers worldwide to choose our city. I must thank our Place-Marketing team and Soapbox Films for their incredible work,’ said the City’s Mayoral Committee Member for Economic Growth and Tourism, Alderman James Vos, who received the award.

The 'Choose Cape Town' campaign extends beyond the film, using shorter edits to target specific interests in key markets. For example, the campaign in Brazil focused on 'play and study', while in the US, it emphasised 'visit and live'. In Germany, the focus was on 'visit and work'.

'The Mother City offers endless adventures for nature lovers, foodies, culture vultures, families, friends and solo travellers. Our tourism campaigns aim to boost our economy and create more job opportunities for Capetonians,' said Alderman Vos.

He further stresses the importance of the 'Choose Cape Town' campaign as a call-to-action for visitors to experience the city's unique charm.

'It was our priority to see this campaign implemented, knowing it would draw visitors and stimulate economic growth. This promotion is part of our strategy to boost tourism volumes and values. We are showcasing these promotions on airlines, in airports around the world and through digital campaigns in key source markets including the US, Germany, UK and Brazil,' said Alderman Vos.

The campaign also complements Cape Town's impressive air connectivity achievements.

'Over the last period, we have managed to connect Cape Town with 31 destinations around the world, enhancing our accessibility and appeal as a global destination,' said Alderman Vos.

As Cape Town continues to shine on the global stage, this award-winning campaign underscores why the world should choose Cape Town as their next destination.

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Published by:
City of Cape Town, Media Office

economic development and tourism