Durban scores in landing Loeries

Durban - The Loeries have well and truly landed in Durban, and there is a buzz in the air as the advertising industry waits to hear who has won the coveted awards.

Credit: INDEPENDENT ON SATURDAY

Gearing up for the first Loeries award ceremonies at the Durban ICC are, from left, the chairman of the Loeries, Neo Mashingo, one of the competition's judges, Suhana Gordhan, and its chief executive, Andrew Human. Picture: Jacques Naude

The Loeries are the “Oscars” in the highly competitive brand-communication industry in Africa and the Middle East, and they are being held in the city for the first time, before a sell-out audience of 2 000, at the Inkosi Albert Luthuli International Convention Centre tonight.

The second and final ceremony, at which the prestigious bird-shaped statues will be presented, will unfold on Sunday night.

Mayor James Nxumalo said the city was excited to be hosting an event of such magnitude.

“The architectural layout of our city alone complements the creative theme that is central to this global gathering of creative minds.

“We are confident we will deliver one of the best Loeries in history because of our world-class events facilities. This alone shows that the city is indeed a hub of creativity and innovation.”

Adding to the glamour will be actress and producer Terry Pheto, fresh from the success of her film premier Ayanda & The Machine at both the Cannes and the Los Angeles film festivals.

Some 4 000 delegates are in town, although the total footprint is 7 000 as a result of both ceremonies.

A day-long seminar was held on Friday at which seven world-renowned speakers passed on advice to thousands of delegates.

The visitors include high-powered chief executives and key decision-makers in the advertising industry, which is worth R40 billion in South Africa alone.

Some 160 judges, including celebrity industry big shots from around the world, spent the week deliberating over 3 000 entries in more than 20 categories.

Win or lose, there is no stopping the parties being held around Durban. One invitation has gone out saying that the after-party starts at 10pm and lasts “until you drop”.

Many party venues are along the beachfront, which has been a big attraction for delegates, many of whom have not been to the city for years or seen the upgraded promenade until this week.

Some judges even went surfing before heading off to the ICC for their judging sessions.

And what some influential visitors have seen could lead to more TV adverts being shot in the city.

Egyptian film director Ali Ali, said on Friday that he was keen to do just that.

“I love the beachfront, the art deco… I have asked Carol Coetzee, the chief executive of the KwaZulu-Natal Film Commission, for some images so that I can help market the location,” he said.

The value of the Loeries to the city is R100 million, and the public relations value is another R150m.

A special Loeries I Heart Market is being held at the beachfront on Sunday, and the public is invited.

Independent on Saturday

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