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Many tourism hotspots are ‘de‑marketing’ – with mixed success. We researched the smartest ways to do it
Anne Hardy and Giancarlo Fedeli
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Peroni Ferrari competition
Over the last couple of months Peroni ran a competition, countrywide, where one winner would walk away with the biggest prize: a R2.5 million Ferrari.
Environmental specialist, 32-year old Tebogo Leku walked away with the biggest prize South African Breweries has ever given at a dazzling function hosted by Peroni at the Velmore over the weekend. VIP's were ushered to the venue by helicopter where they witnessed Teboho Leku as the lucky recipient of the R2.5 million Ferrari.
The top 10 entrants who exuded the required style each received Italian style prizes. The SMS competition sought to bring Peroni and Italy's sense of style to South Africa by identifying individuals who epitomise the glamour and sophistication of Italian style in 2008.
The promotion ended on 25 May and saw thousands of entries being drawn from all regions. Regional style winners were honoured at regional events and the overall winner was revealed on Saturday, 28th June, at Velmore Hotel.
