Colourful Loeries fly to Durban

HE LOERIES are migrating to Durban. The organisers of the advertising industry awards have announced the event will be held in Durban next year, providing an estimated R100 million boost to the KwaZulu-Natal economy.

After calling Cape Town home for the past few years, the Loeries organisers wrote in a statement: “Now, it’s Durban’s turn.”

Andrew Human, chief executive of the nonprofit Loerie Awards Company, confirmed that the event’s Creative Week, from August 10 to 16, would be at the Durban International Conference Centre (ICC) and at the beachfront.

Human said: “The Durban ICC will allow us to increase our seating capacity from 1 600 to 2 200 and all activities and accommodation will be conveniently concentrated within walking distance along the beachfront and at the ICC.”

KZN’s MEC for Economic Development, Tourism and Environmental Affairs, Michael Mabuyakhulu, estimated that hosting the awards would inject R100m into the local economy.

Mabuyakhulu said he was excited to host the awards in the province again.

The awards had been held in Margate from 2005 to 2008, while Cape Town hosted it for six years after that, from 2009 to this year.

Head of Durban Tourism Phillip Sithole said the city was looking forward to hosting the most powerful and influential creative gatherings in the brand communications industry.

Operations manager for the Federated Hospitality Association of Southern Africa (Fedhasa), Charles Preece, said the move was yet another “feather in Durban’s cap”.

Tsogo Sun will be the official accommodation partner of the Loeries and special accommodation packages will be made available to delegates.

eThekwini mayor James Nxumalo said the city was delighted at the prospect of hosting what was the most important annual showcase for the panAfrican brand communications industry.

But Western Cape Tourism MEC Alan Winde was measured in his response to the news: “We hate to lose bids. We also lose them all the time, that’s how it works. Sometimes we just have to make judgement calls on how we spend our money.”

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