Table Mountain a 2010 billboard?

22/12/2009 at 10:10 1 comment

One of the world’s most famous mountains and South Africa’s top landmark will be used as an advertising and branding gimmick by sponsors of the 2010 FIFA World Cup, local media have reported. Table Mountain National Park, the organisation that manages the flat-topped mountain, however has said that this is not an option.

According to documents by the City of Cape Town, which outlined the city’s “2010 host city decoration and signage master plan” and signage opportunities, the World Heritage Site is a “confirmed and available” advertising site where a brand’s colours could illuminate its surface using existing and additional lights. The price tag: 150.000 rand (15.000 eur) a month.

The material included an image depicting the mountain illuminated by seven coloured beams, with the caption stating: “There are lights in place and more could be added. A set of mon-colour lenses can be applied with the colour being representative of a brand and by association the mountain could become an outdoor medium.”

The City of Cape Town also stated that SANParks – the umbrella organisation of all national parks in South Africa, including Table Mountain, agreed to the use of lenses based on a schedule of hours which they must approve.

Acting park manager Gary de Kock however said that there is no agreement: “We have reconfirmed with the city that we are not going to have Table Mountain branded in any way.”

Table Mountain National Park’s Andre Kearns added that no projections against the mountain were allowed as they would devalue the mountain as a natural wonder.

Source: IOL

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