*Nicole's home town shows them how its done

We salute the creativity of the LoveJozi
T-shirt brand that proves that real people with a passion are better at promoting places than politicians and bureaucrats

Avoiding all the cliches of destination branding, Love Jozi manage to better portray what it is to be in Joburg than any amount of government backed brochureware. That is a mixed up city where willing immigrants and economic refugees, black and white and every shade in between jostle for a place in the sun

This particular melting pot has begun to create a cross cultural attitude that transcends traditional class and race boundaries. Using language play they reassert the individuals humanity against attempts to pigeon hole by colour and reflect the attitude of a new generation of people who, by and large, are not afraid to talk about their local differences. In so doing Love Jozi remind us that we like destinations that speak to us not just want us to pay to stay in their overpriced corporate-style hotels.