A SIX-MONTH-OLD campaign called “I Love Durban” was formally launched last Tuesday night, by Carver Media, to introduce the brand to the public. The I Love Durban Facebook fanpage has over 116 000 fans and reaches more than eight million people. The platforms include a website, blog, Facebook, Twitter, Instagram, Pinterest and YouTube. CEO Avilash Aniruth’s dream to take Durban to the world and bring the world to Durban, has come true, he said. “Durban is an iconic world-class city that is often overshadowed by Johannesburg and Cape Town. I Love Durban was created to take Durban even further in promoting community pride in Durban and highlighting economic development, tourism, infrastructure, employment, entertainment, youth and more.” Internationally acclaimed fashion designer Gavin Rajah teamed up with creative Cape Town chef Annalize Buchanan to provide the food and a live fashion show for the launch. Aniruth said, “Little did we know, an idea sparked sitting at the back of a taxi cab in New York City, would ignite a gigantic bonfire of love for the city of Durban.” eThekwini Municipality speaker Logie Naidoo attended the launch, saying the brand will become a strong one; vital in promoting the beauty of the city. “The website is certainly growing in leaps and bounds and is a powerful marketing tool to promote our wonderful and uniquely rich city. The website was started by people who are passionate about Durban and its true beauty,” he said. The exciting announcement for the evening was a 2014 travel guide to be launched next year with Gavin Rajah as guest editor and curator.