5 December 2011

South Africa the perfect runway for German models

Cape Town Fashion Week 2011 campaign images Cape Town inspires local designers

South Africa is known for providing the perfect backdrop for photo shoots and filmmaking. - Theresa Bay-Müller, Country Manager Germany at South African Tourism.

True to South Africa’s standing as the fashion capital of Africa, the country will soon play host to VOX TV’s “The Perfect Model”, a reality-type model casting show on primetime German television. Accompanying the production team to the city of Cape Town between 4 and 12 December is international supermodel and mentor for the show, Eva Padberg, together with her model candidates.

South Africa will be the only long-haul destination featured throughout the series, thanks to a joint venture between South African Tourism’s German office and local partners South African Airways and the Pepper Club. “South Africa is known for providing the perfect backdrop for photo shoots and filmmaking,” says Theresa Bay-Müller, Country Manager Germany at South African Tourism. “We are proud to be able to host Eva Padberg and her VOX TV crew later this year and are confident this partnership will further entrench South Africa’s natural beauty and unique lifestyle to the German public.”

While the group of aspiring models will undoubtedly be exposed to Cape Town’s iconic scenery and cosmopolitan living, there will be little rest for the crew as they tackle an intensive nine-day schedule exploring the greater Western Cape. Included in their shoot will be a city tour, ostrich farm visit, runways trainings and competition, acting classes, casting training as well as fashion shoots with the majestic Table mountain and the V&A Waterfront as ideal backdrops.

Bay-Müller adds, “The production schedule has been crafted to ensure that the crew, Ms Padberg and the model candidates are given an all-encompassing experience of South Africa, across a variety of themes. Yes, it’s a modelling show; but we’re also communicating the unique leisure, culinary and adventure offerings that complement the Cape Town lifestyle experience.”

The VOX TV partnership follows on from what has been a successful and collaborative year for South African Tourism’s Germany office, which has focused strongly on supporting existing and innovative platforms that thrust destination South Africa into the heart of German homes. Previous campaigns, including the groundbreaking Globetrotter retail store partnership and the Eat & Style Show alignment, have profiled the very best of South Africa’s diverse offering to the discerning German traveller. “We’ve worked hard to ensure that we partner with platforms that give us an extensive reach into the growing outbound German traveller market, and have had much success this year across the adventure, outdoor, culinary and wine themes. Now it’s the turn of fashion and lifestyle; a key global message for South African Tourism and one that resonates deeply with our market,” continues Bay-Müller. “It is the variety, depth and unique combinations of experiences available in South Africa that makes it an ideal destination for Germans, and what a better place to show all of this than in Cape Town, especially following some great lifestyle and tourism accolades for the city.”


For further information contact

Jermaine Craig at South African Tourism

Tel: +27 83 2010 121


Website: www.southafrica.net

Jessica Wheeler at Ireland/Davenport

Tel: +27 72 731 7691


Register on our media extranet to browse the latest news releases (from SAT as well as the tourism industry in general), access the news archive and get details of all upcoming tourism industry events (both locally and internationally).


South African Tourism is the national tourism agency responsible for the marketing of South Africa as a preferred tourist destination. It is headed up by Chief Operating Officer and acting Chief Executive Officer, Mr Timothy Scholtz and Chief Marketing Officer, Ms Roshene Singh.