ABSTRACT
As one can observe cities all over the world embarking on conscious strategies to promote themselves with the aim of luring investors, tourists, businesses, industry, events and international organizations of power and prestige, Cape Town thus set out on a similar course. It tapped into an international discourse on the reconstruction or rewriting of the city. For, as signs and symbols have always been fundamental to social life, this seems to be even more so for the leading cities in today’s globalizing world. In view of this, some authors have even been led to reinvoke Kodak’s 1990s campaign slogan: ‘image is everything!’ (Short 1996).
