Margate pumps up the volume

There is no doubt that Margate was the place to be this weekend. Yes, winning a Loerie and showcasing the creative talent in our advertising industry is the reason we were all here, but it's also about so much more... networking, old friends, making contacts, showcasing your brands, doing deals, job hunting... and having fun in an industry that most often works the most outrageous hours.

This Loeries weekend is also set to become much more than just a weekend as key clients started arriving Friday already, and at least one major agency held its Africa conference on the South Coast the week preceding Loeries.

The fact that the weekend is already being extended will add cash in the pockets of the seaside community in what is traditionally off-peak season. Last year's Loeries generated a total of R11.5 million for the region and this year that figure is expected to be R15 million, said Dianne Duncan, Margate Tourism.

Organisers are also far more jacked up this year, with the party starting at registration at the Margate Hotel, the central point for bus drop-off and pick-ups and all enquiries. A DJ, girls in glitter make up and spot prizes greeted arriving guests in a far more streamlined process.

The volume was already pumped up on Friday night as the creative industry began arriving, and eateries were jam-packed. There was standing-room only by 10am on Saturday morning and music pumping from all the restaurants on the beachfront vied with the tunes from SABC radio DJs and from the Miss South Coast Teen pageant.

The Mugg & Bean was the place to be, as was evident from sponsor branding - Heat magazine offering breakfast specials, including early-Margueritas with your bacon and eggs - competing with SABC, Zulu Kingdom and Loerie advertising along 'Loerie Laan' (which is what the beachfront road has been renamed for the duration of the weekend). That is how serious the region is about making sure Loeries works in this part of the world.

SABC owns the town

The most noticeable brand activation on arrival was that of the SABC - back as a Loerie sponsor after an eight-year break. Determined to make its presence known "with a bang" said corporate marketing manager, Peter Kwele, the SABC had banners and branding planted around the beachfront, draped on the front of one of the main holiday apartments and adorning the SABC stage on the beach, not to mention its round-the-clock outside broadcast units for its radio stations and sponsorship of the Backline after party on Saturday and the main awards and street party on the Sunday.

Brand opportunities missed are along the long boring road to Margate from Durban Airport - do something to stop us falling asleep at the wheel (!); at the airport arrivals where there was hardly any Loerie presence on our arrival on Friday and on Kulula.com, which made a big song and dance about Computickets being presented at check-in, but then didn't ask for them!

Service also leaves a lot to be desired, but as one wag put it, "Margate makes Captonians look like they are on speed", so best is to take a chill pill and accept that your food, drinks, bill and other requests will take some time...

For the rest, the media and other sponsors have made this a memorable weekend already, helping create the build-up of excitement to the main Loerie events - the awards on the Saturday and Sunday nights.