The world's your oyster - in Knysna

Festival Co-ordinator, Jeannine Orzechowski, says that, in terms of the size of the programme, the marketing campaign, the amount of media exposure received, the attendance of and participation in the various events and the amount of money raised for local charities, "this was the biggest, most successful festival ever and it was all achieved by locals".

CEO of Knysna Tourism, Craig Nancarrow, says: "Although we are never able to accurately count the number of visitors to Knysna, from a Visitor Research Survey which we conducted during the 10 days of the festival, we are able to conservatively estimate ... a direct economic impact of above R40 million. This money will have a huge impact on Knysna's economy and benefit many people across the board."

Nancarrow says that this year's marketing campaign was a massive effort to attract visitors to the festival: "The rollout of the campaign started in earnest in March. Naming sponsors Pick 'n Pay and Cape Town Routes Unlimited provided money to spend on marketing. In addition, Pick 'n Pay forged a media partnership with Cape Independent Newspapers which was worth R1.8 million in advertising space for the festival in the Cape Times and the Weekend Argus.

"We spent R360 000 of our total marketing budget on advertising in national magazines, newspapers and on radio. The balance was spent on a concerted PR campaign to bring the media to Knysna and I am very pleased to say that this paid off. The total value of the media exposure we received to date is R10.3 million. This is 50% more than last year, and certainly fulfills Knysna Tourism's function as a destination marketing organisation."

The number of oysters consumed during the 10 days of the festival also increased by more than 30% to 144 000 compared to 107 000 last year.

"This was definitely the result of the efforts of local restaurants to make oysters more accessible to visitors."

The amount raised by festival events for charity reached R955 770, up 37% on last year's figure. Community charities which will benefit from this money include Famsa, Knysna Hospice, Masizame Arts & Crafts Centre, Animal Welfare, Knysna Sea Cadets, Knysna Development Paddlers, Knysna Police Trauma, Knysna Taxi Association, athletic development, Lions, Epilepsy, Youth for Christ, Knysna High School, Knysna Round Table, Knysna Canoe Club and various Rotary Charities.

Dates have been confirmed for next year's Oyster festival which will take place from Friday 30 June - Sunday 9 July 2006.