News Article

PE-born celebs return to their roots to see Bay through a tourist’s eyes



INVITING home-grown success stories back to Nelson Mandela Bay to be tourists in their old hometown is a fresh approach to marketing the city by Nelson Mandela Bay Tourism (NMBT).
 
Last week, Johannesburg-based editor of the South African branch of the sexy, tongue-in-cheek, men’s lifestyle magazine, FHM, Hagen Engler and his high-flying wife Nomfundo, events coordinator for high-profile company Omage, were invited by NMBT to experience the city as tourists.
 
So, the weather wasn’t that great – drizzle and overcast – but still the couple were blown away by their experience.
 
“Who said far-flung honorary homies from the PE-side can’t return to the city of their birth – and the place where multiple teeth were cut… and lost – to check out the changes to the cityscape through a new pair of rose coloured glasses,” quipped Hagen, a legendary Bay local and columnist, novelist, blogger, singer and soon-to-be filmmaker, as one of his novels Greener Grass - based on the “quasi-fictional” shenanigans of a heyday in the Bay – is set to be shot next year.
 
The couple were hosted by NMBT chief executive Mandlakazi Skefile, who put together a busy itinerary – with the inclement weather in mind. The itinerary included a two-day tour through the burgeoning suburb of Richmond Hill, neighbouring urban renewal project, Central – where the Donkin Reserve is becoming an al fresco art gallery – vibrant New Brighton and KwaZakhele townships and an inner-city safari escape at Kragga Kamma Game Park.
 
Both Hagen and Nomfundo were “super impressed” with the positive vibe and changes in the city – and even started considering buying property in Richmond Hill after meandering the streets of the city’s new café Mecca and “it” location on the Bay's map. “This feels like PE’s version of Cape Town's Gardens or Johannesburg's Greenside with the bohemian café society, trendy business start-up, gourmet-coffee shops and gorgeous houses. I just love it,” said Nomfundo.
 
The Englers were invited because of their age, high profile and lifestyle, said Skefile.
 
“We want to promote the city as a destination for trendy, young go-getters who need to escape the stresses of big city-life. They also epitomise the quintessential new South African couple who promote nation-building,”
 
Using celebrity locals to promote the city both raises the profile of the Bay and gives the story of their trip to Nelson Mandela Bay national appeal, added Skefile.
 
The organisation is targeting other use home-grown celebrities to assist in marketing the city amongst whom are “Bay born-and-bred” Zolani Mahola from South African Afro-pop group Freshly Ground and singing sensations Zwai and Loyiso Bala. The initiative will run until April 2011, she said.
 
The film and photographic footage of their visits will be edited into a snapshot video, “24-hours with FHM editor in Nelson Mandela Bay” which will be broadcast on-line via the NMBT website, YouTube, and Facebook. “It is part of a more engaging multi-media approach to destination marketing in line with global trends and making engaging use of the exciting social media platform,” said Skefile.
 
In fact, and true testament to the instant nature of media, modernity and marketing, Nomfundo, who is avid Facebooker and Tweeter, has already posted a photograph of her and Hagen with the iconic Donkin memorial to Elizabeth Donkin as her Facebook profile picture.

Author: The Herald

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