‘Makoti’s’ first leg, SADC region rally successful
LESOTHO, MASERU – For this year’s Makoti Festival, the organisers say they had a vision of uniting all SADC countries through this event.
The first leg of bringing this wish into fruition came to light in a successful way from yesterday, when the Makoti Festival team including one of the organisers, Thembinkosi Mthethwa headed out to Lesotho, Maseru for the activation of the event, which will be taking place on April 27 at Malkerns Country Club.
Essentially, an event activation is an immersive marketing strategy that uses events, campaigns and activities to generate brand awareness, boost customer loyalty, and build lasting connections with target audiences.
The activation was held in the capital city of the country, Maseru in the presence of their local media, potential partners to the event and potential attendees to the event.
It is worth noting that, for last year’s Makoti Festival, a total of two activations were hosted in Mpumalanga, South Africa and Maputo, Mozambique. There the team met with tourism authorities from both countries alongside government officials and artists from both countries.
The presence of such figures allowed for the Eswatini team to get massive recognition and a stamp of approval from potential attendees.
The idea of celebrating ‘makoti’ which translates to a wife was widely accepted and loved as it was, yesterday during the activation in Lesotho.
The upcoming festival, which has become an annual event in Eswatini celebrates women, whether married or single, but in the sense that they will be future wives and as the organisers, they feel these women are not appreciated enough so they provide them a platform, where they can gather and enjoy among other ‘makotis’.
Abuse
Thembinkosi Mthethwa, one of the organisers also highlighted that the event is to eradicate gender based violence (GBV), as cases of this nature are rising.
“Makoti Festival is aimed at celebrating women, but also protecting and standing up for women as the rise of abuse against them is rising and this event can give women the chance to be free and happy at a space catered just for them.
Usually, women attend the event in different tradition attires and tailor made gowns and native women do so to.
The activation yesterday began with Mthethwa and one of the team members, Illa Penboy unpacking the whole event to the attendees.
It is worth noting that tourists authority personnel were also present at the activation, which was held in a conference type set up at Lancers Inn Hotel.
Artists from Lesotho, who will grace the event this year were also unveiled including Tash, Mavele, Mekonko and DJ Tseko.
IllaPenboy also had an opportunity to unpacked a new concept to the festival, ‘Rise Makoti’, where women will be empowered to start their own businesses and rise.
The festival will work hard in aiding women stand on their own two feet financially.