Primedia Unlimited company Primedia Lifestyle Marketing Group Services, on behalf of Menlyn Park Shopping Centre, wanted to provide its consumers with more than just shopping outlets, rather positioning itself as an entertainment destination of choice. One such differentiator of the centre is its annual Beach campaign.
“This is an innovative marketing campaign that focuses on bringing the beach ‘home’ for those consumers who don’t have the disposable income available for their usual December beach holiday,” explains Andrea de Wit, Menlyn Park Shopping Centre’s Marketing Manager.
De Wit confirms that 2013’s festive beach campaign for Menlyn Park Shopping Centre came alive with new and never-seen-before concepts and activations that captured shoppers’ imagination and created the holiday escape that they needed.
“Events included the Menlyn Park Taste of Christmas, which saw the whole of Pretoria celebrate the festive season with Orbit Sugar Free Chewing Gum. The festival included an incredible range of artisan producers, top-notch ingredients and boutique suppliers all of which showcased their wares and gave consumers a one-stop shop for everything they needed to make the festive season one to remember,” says de Wit.
“In addition, the Chef’s Theatre at Menlyn’s events arena saw some of the country’s top chefs demonstrate their ultimate festive dishes and help customers add finesse to their summer entertaining menus free of charge,” she adds.
Added to this there were food, wine and gifting exhibitors throughout the centre, Taste Hands On Cooking Classes, Taste Gift Emporium, the Art of Christmas Home Hospitality Theatre and a cooking master class.
U18 Colour Festival
“Part of the Beach 2013 campaign also included the under 18 Colour Festival, on 7 December, for which 2000 tickets were sold. This provided Menlyn Park Shopping Centre with a return value of R221 000,” says de Wit.
“The teens enjoyed international and local DJs, and the centre was positioned favourably among the youth market,” she adds.
Other elements of Beach 2013 included the Beach Vibes Concert, Parlotones’ Private Party, Kids Test Kitchen, photos with Santa, Glam Wrap for Charity and Menlyn Beach Van Activations.
“The Beach Vibes Concert hosted hot South African acts that included Toya Delazy, Goldfish and Graham Watkins Project, and the day recorded December’s highest foot count with 69 990 visitors to the centre,” de Wit confirms.
The Parlotones’ Private Concert gave the band’s three biggest fans access to an exclusive, private acoustic concert on The Beach. Each fan could bring 50 friends with them. A Facebook comment describes the event, “Thank you so much for the fantastic event, it would have been perfect if it wasn’t for the rain but I must say this was one of the best planned events I’ve ever been to. The decor was just lovely and we enjoyed it tremendously. Well done.”
The Kids Test Kitchen ran from 9 to 24 December, with tenants like Wimpy, New Zealand Naturals, Panarottis and Mugg and Bean taking part and sponsoring various workshops for the kids; whilst the photos with Santa ran from 10 to 24 December, with almost 3 000 photographs taken; and the Glam Gift Wrap service raised R53 000 for EduCare, an organisation that provides essential school equipment to underprivileged and vulnerable children in all communities.
“The Menlyn Beach Van Activation drew public interest to The Beach via a purpose-restored and branded vintage VW beach van which cruised around all major Pretoria intersections in December, handing out free ice-cream and collateral to motorists to create interest and themed buy-in.”
“All-in-all Beach 2013 was a successful positioning and crowd-drawing campaign from Primedia Lifestyle Marketing Services,” she adds.