Polish up the bling bling, get your order in for a new frock and dust off the old cumberband, the Loeries is returning to the tres chic days of glamour and fabulousness as the awards event - actually a full 50 hours of merry making - takes over the entire town of Margate with surprise entertainment, 14 - 17 October. The event themes have just been decided, and they are: 'The KwaZulu d'Azur' Cocktail Chic for the Saturday night, and 'Black-tie Bling' on the Sunday night! Andrew Human |
The Saturday night 'KwaZulu d'Azur' themed-event, 15 October, which is sponsored by Media24, showcases the achievements of the design industry, direct, print (including posters and outdoor) and student entries. Dress: Cocktail Chic!
On the Sunday, 16 October, the rest of the creative industry has their chance to pick up the famous bird, at the 'Black-tie Bling' event sponsored by MNet, which awards excellence in radio, TV, mixed media, interactive, integrated, corporate video and events advertising. Dress: Black-tie Bling!
 Loeries entries being sorted this week for judging |
The numbers
According to Andrew Human, Loerie Awards Committee CEO, things are well on track and now that all the entries are in - and significantly up on previous years even with the refining of the categories and lower entry fees for students, for example - they are now gearing up for the judging at the end of this month. Numbers for the event are also up compared to Sun City, where at its peak, 1500 people booked for the Sunday night revelry previously - there are 1800 this year for Margate on Sunday. The big agencies are apparently all going, earlier boycott talk aside. There are already 2000 people booked to fly on the Kulula special discount flights from Jo'burg and Cape Town on the Friday and Saturday, returning on the Monday or Tuesday (as flights are fully booked Monday).
There is even talk of secret venues with Jacuzzi's all booked up by some of the creative schlebs in this industry...
 Loeries entries piled up at the Triple A |
Judging
The Loerie Awards 2005 has broken the record books with over 3500 entries, almost 500 more than in 2004.
Entries are being stored, sorted and catalogued for judging at the Triple A School of Advertising where the judging will be held the last week of September. There are also a number of changes in the judging and entry process this year to ensure impartiality, such as the fact that all entries will be labelled anonymously - no agency names visible, as well as a ballot system for voting, instead of a show of hands.
But brace yourselves, Human warns that winning a Loerie will be even harder this year. "Nothing is being given away..."
And let's not forget that the actual creative work is the reason we will all be in Margate... the local cinema will be running the showreels over the weekend for anyone to view. The promo posters read: "Finally you can watch your ads without any movies interrupting!"
As far as THE venue is concerned, multiple venues will be used for the pre-drinks and after parties, including special VIP treatment for the winners. The Loerie Committee are still trying to keep the main venue for the awards evenings on Saturday and Sunday secret, although everything has been speculated on, from a mega-tent structure on the beach (the most likely), to the local cinema and rotary club! It has to be big enough to fit 1800 glammed-up creatives, marketing and media folk, plus entertainment! It is NOT being held in the caravan park despite all the jokes going around about luxury accommodation being equal to a trailer with mag wheels in Margate, quipped Human!
Another big change is the seating, which will be cinema style and unreserved, except for the VIP sections. Human says this is what the industry wanted "The Loerie Awards Committee is made up of the most senior members of this industry and we meet - all these key people - every two weeks to talk Loeries. This is what they told us the industry wanted. No more long-drawn out banquet-style table seating. The pre-drinks venues around Margate will include snacks/tapas and drinks; and the after-party venues will serve food and drinks - run by the various bars and clubs in Margate, as well as various eateries and caterers.
They are also trying to keep the entertainment a surprise and all Human would say, was that it is in keeping with the unique flavour of Margate and proudly South African, recognising and awarding creativity in South Africa. "The main focus is on the winners of Loerie Awards on both nights. They are the stars." The event organisers, Unplugged, who are handling Loeries for the first time.
The evening starts early as the various venues serving pre-party drinks will start serving up cocktails and hard tack from 5pm. At least we know for certain that it will be a merry event!
Media sponsors are also a lot more involved this year, planning several events in and around Margate over the entire weekend to make this a memorable occasion and a Loeries like never before - although the venue of Margate will do that all by itself! It is also known that the major creative shops will be hosting their own seaside shenanigans, extreme events and beach games. East Coast Radio will be broadcasting from the beach over the weekend and there will be helicopter flips, beach volleyball, boat trips, touch rugby and so on.
The traditional Sunday golf tournament at the exclusive San Lameer resort has been branded by SAB and is now known as the Pilsner Urquell Loerie Golf Tournament. Other brands are sponsoring various holes and prizes.
Bizcommunity.com team will be there in full force so see you on the beach!
The question is, will Margate survive the demand for all that fake tan, hair gel and makeovers which will be required for the night(s)...?
