To continue to promote Gateway as a high-end fashion destination, Primedia Unlimited’s Primedia Lifestyle Marketing Services hosted another Hollywood glamour inspired Vodacom Durban July preview fashion show and concert at the centre.
This year Primedia Lifestyle Marketing Services delivered a distinct and consistent brand message for Gateway via a 360-degree advertising and communication campaign, positioning the centre among top fashion brands in the country and generating over R95,000 from the event.
In addition, publicity value of over R3,4-million (48% up on 2013’s value and 37% above target) and over R2,9-million in sponsorships (18% above target and 47% up on 2013) was secured.
Aimed at Gateway shoppers, the media, business executives, celebrities, fashion and music lovers the main event – which took place on 4 July – was promoted via a ‘Spend & Win’ campaign in the weeks leading up to the Vodacom Durban July, which tied in with the main theme of the campaign – The Big Screen.
Customers simply had to spend R300 or more between 13 June and 2 July to stand a chance to win a Samsung 55 inch LED Smart TV, a Wireless Sound Bar, a Galaxy Tab and R5000 in Gateway Gift Cards. Congratulations to Michelle Thakurdin on winning the overall prize at Gateway’s Vodacom Durban July Preview Fashion Show and Concert.
“The main aims of the campaign were to generate an income from the event for the first time, and to take the campaign to the next level via an integrated digital campaign that was in line with international standards,” says Penny Barlow, Marketing Manager of Gateway Theatre of Shopping.
She explains that a smartphone application, called Zappar, was available for download free of charge on the promo stand. Customers scanned the event artwork to load the campaign video onto their smartphone and then had quick links to purchase tickets; enter to win tickets; go to Gateway’s Facebook, Twitter and Pinterest pages or the event page website.
Primedia Lifestyle Marketing Services ran an interactive exhibition to promote the main event and the related shopper competition. Shoppers enjoyed the ‘You Studio’ that transformed a photo of themselves into a classic movie poster that was instantly loaded onto Facebook and they could win tickets to the event by tagging themselves in their photo and getting their friends to like it.
In addition, VIP members were invited to use the services of a recruited personal stylist during the campaign. The stylist was hired for specific days and VIP members could book their session by simply burning points and selecting their time slot.
Following pre-event hype with live reads on air, the new Rodger Goode show broadcast live from the Wave House, in front of a live studio audience. The show ran competitions related to the theme in the week before the event and three VIP winners were brought to Durban to celebrate the fashion show.
The Ultimix at 6 was performed live from the Wave House by DJ Kent, gearing the crowd up for the evening’s entertainment which included a preview of the ensembles put together for race day by the country’s top designers including David Tlale, Terrence Bray, Andre Martin, Zama Mathe, Leigh Schubert, Palse Homme and ALC. Jeremy Loops, The Kiffness and Fresh and Euhonik performed directly after the fashion show, keeping the crowd and 400 of South Africa’s VIPs entertained late into the night. VIPs also enjoyed additional entertainment – ballroom dancers, magicians, popcorn girls, a photo booth and a gift bag valued at over R3000.
For further information visit www.gatewayworld.co.za