Cape Town blogger captures world cup excitement
The V&A Waterfront provided Dax Villanueva, a Cape Town blogger, during the 2010 FIFA World Cup, with an overview of all activity planned at the precinct but it was at his discretion to choose what he wanted to experience, who he wanted to talk to, and what he wrote about.
Full editorial integrity was guaranteed and no content was scripted or edited to ensure an unbiased opinion and provide a true reflection of his experiences.
As part of a strategic campaign to bring the celebrations to life for locals and visitors, he provided a behind-the-scenes look during the month-long festivities and shared his thoughts on his blog, www.relax-with-dax.co.za, a well-known site covering the Cape Town social scene.
Chantelle Kidd, V&A Waterfront's strategic marketing executive said, "Our campaign was centred on '64 reasons to celebrate with us' and aimed to heighten awareness about celebrations and activities at the V&A Waterfront, via both traditional and non-traditional media platforms. The campaign provided useful information on everything from road closures to little known facts about our retailers, entertainment venues and restaurateurs. The use of our Resident Blogger was another way to communicate different aspects of the Waterfront, in a non-traditional and objective way. He was appointed to offer an impartial perspective into one of Africa's most visited tourist destinations during this once-in-a-lifetime event."
