As part of its Tourism Month activities the Johannesburg Tourism Company unveilled its annual spring campaign to media and tourism industry stakeholders on Thursday, 15 September 2011 at the Sandton Sun. Entitled “Live it Up in Joburg This Spring!” the campaign forms part of JTC’s marketing strategy to entrench Joburg as a global, year-round business and leisure destination, brimming with special events, attractions, tastes, sights and sounds to encourage visitors to stay longer, spend more and enjoy exploring further afield. From Arts Alive, the Joburg Shopping Festival and SA Fashion Week in September – to Africa Fashion Week and the Sansui Summer Cup in November, Joburg has a calendar jam-packed with special consumer and lifestyle events, festivals and celebrations. JTC has once again partnered with a host of event organisers, hotels and tour operators to promote these signature Joburg spring events – enhancing them with special packages and offers. Aside from the live events feed and gig guide on its website [www.joburgtourism.com], a brand new channel in the marketing process is JTC’s newly launched booking portal (hyperlink: http://travel.joburgtourism.com) JTC also be will be deploying the Jozi Pass during September, a Mobicode Mobile ticketing and voucher platform. The system allows for partner offers to be promoted on the JTC website http://www.joburgtourism.com . The Jozi Pass mobicode system will not only help build awareness of the great value that Johannesburg has to offer, but will also directly drive feet through partners’ doors, increase visits and hopefully increased spend. Most importantly it will leave visitors with a positive disposition towards Johannesburg.