Durban gears up to host Loeries

ENTRIES for the Loeries Creative Week officially closed this week, as the countdown begins for the biggest creativity and innovation event at the Inkosi Albert Luthuli International Convention Centre (Durban ICC) and the Durban beachfront from 10 to 16 August.

The week-long event will culminate in an awards ceremony to honour creative thinkers in the advertising, media and branding industry on 15 and 16 August.

Judges are looking for entries that demonstrate innovative solutions where phenomenal ideas break through the conventional media platforms.

The Loeries creative week covers a wide spectrum of brand communication, including television, print media, radio, communication design, including brand identity, architecture and interior design, package and publication design, and motion graphic design, direct marketing, PR communication, architecture and interior design, live events, sponsorship, digital communication and integrated campaigns.

eThekwini Mayor James Nxumalo said the city is proud to host the event as it is in keeping with the city’s commitment of creating opportunities, especially for the youth and an atmosphere where innovation and creativity can flourish.

He said staging the Loerie Awards in Durban and the Province of KwaZulu-Natal was a major boost for the local economy.

“The creative week will provide a platform for knowledge-sharing, capacity-building, networking and most importantly all those in the advertising, media and branding industry will showcase their talent and be recognised for their innovative ideas,” said Nxumalo.

“Hosting strategic events such as the Loeries is an important part of the City’s destination marketing strategy. The awards will certainly culminate into one of the best platforms to showcase the city’s rich diversity and natural beauty and also present the opportunity to uplift the local creative industry as well as empower the emerging talent in the city. We anticipate that the influx of creative experts and leaders from the continent will also increase global advertising and filming opportunities for the destination marketing of the city,” added Nxumalo.

What is even more significant is that the Durban ICC will allow the Loeries to increase seating capacity from 1600 to 2200 people. All activities and accommodation will be conveniently concentrated within walking distance along the beachfront and the ICC. Approximately 3500 people are expected to attend the Loeries Creative Week in Durban.

The bulk of visitors come from Johannesburg, Cape Town and abroad. The event organisers also anticipate that the presence of the Africa and middle region will increase this year.