For the 7th consecutive year, and to promote Gateway Theatre of Shopping as a high-end fashion destination, Primedia Unlimited’s Primedia Lifestyle Marketing Services hosted a Captain’s Table themed Vodacom Durban July preview fashion show and concert at the centre.
“We drew inspiration from the formal style expected from an exclusive dinner on a cruise liner at the Captain’s Table, from which the theme was appropriately derived,” explains Aileen Rodel, Campaign and Events Manager at Gateway Theatre of Shopping.
This year Primedia Lifestyle Marketing Services delivered a distinct and consistent brand message for Gateway via a 360-degree advertising and communication campaign, specifically drawing on tenants within the centre to showcase their fashion offerings, and on local designers and musicians to round off the event.
“The stage was appropriately styled to the cruise liner Captain’s Table theme, revolving to reveal a swing band to open the show and SA’s well known electro-swing band, Goodluck, to close the fashion show,” says Aileen. Other local performers included Shortstraw, Ryan the DJ and Protoculture.
In the weeks leading up to the preview event, Primedia Lifestyle Marketing Services started introducing the Vodacom Durban July theme by inviting shoppers to enter a competition, partnered with fashion magazine Marie Claire, in which one person would win a luxury MSC Cruise valued at R40 000. The winner was announced at the preview event.
“It was crucial to include the centre’s tenants in the showcase and we had a very enthusiastic response from our clothing and fashion retailers who portrayed their own race day themed interpretations on the night,” she says. “In addition we hosted the best of South African local design talent who also showcased their must-have fashion items for this year’s race day.”
The designers that took part in this year’s preview Designer Showcase event were Craig Jacobs (Fundudzi), Terrence Bray, Colleen Eitzen, Brenda Quin (Diva), Sibu Msimang, Dale McCarthy & Jane Wolff (McCarthy & Wolff Designs), Hangwani Nengovhela (Rubicon) and Haroun Hansrot.
Gateway tenants that took part this year were Kathrin Kidger, Forever New, Guess and Edgars with brands River Island and Express.
“One of the main objectives of Primedia Lifestyle Marketing Services is to promote its represented centre’s as destinations of choice,” says Aileen. “It’s through continuous events, attractions and added value for shoppers such as this that keeps our award winning centres on the top of the ‘places to go and to be seen at’ list.”