The ability to offer a fully integrated sponsorship package encompassing a full gambit of marketing offerings has allowed Gateway Theatre of Shopping – marketed by Primedia Lifestyle Marketing Services – to secure massive sponsorship to the value of more than R500 000 for its festive “Luscious Loot” promotion.
Gateway Marketing Manager Penny Barlow says; “The big selling point of our pitch to sponsors this year, was the prospect of an integrated marketing package rather than a single offering. This firmly positions the Luscious Loot promotion alongside similar international promotions, in terms of the number and quality of events over the holiday period, establishing Gateway as the ultimate entertainment destination during December 2012.”
Barlow says a key strength of the promotion is the fact that it includes a variety of interactive/fun elements to encourage shopper participation and an ‘aggressive’ mechanic that sees many daily prizes being given away, guaranteeing instant rewards for shoppers.
To increase the hype around the promotion the daily prizes will increase in value during the build up to Christmas eve, culminating in one lucky shopper winning the ultimate prize, a luxury Citroën DS 3 valued at more than R250 000.
Each of the daily winners as well as the overall prize winner will be announced on the Gateway Theatre of Shopping VIP Facebook Fan page promoting shopper interaction with the brand via its social platform.
These include: Jewellery sponsored by Golden Jewellers, Vernon White Jewellers, Gateway gift cards, holidays, Execuspecs sunglasses, fragrances and Jockey Gift Cards. These together with the grand prize will equate to more than R500 000 worth of giveaways taking place during the Luscious Loot competition.
To make it as easy as possible for shoppers to enter the competition Gateway will operate a competition promotional stand in Garden Court during December. To enter the competition, shoppers simply have to spend R500 or more, and complete an entry form at the promo stand or in stores.
The campaign will be enriched by dedicated entertainment areas such as a kids entertainment area in Expo Xplore (near the climbing rock) where children can make their way through a series of themed activity areas encircled by a magical train ride.
“We also aim to attract 50 000 people to our indoor Wave House arena, by securing headline performers over the December holidays,” says Barlow.
The overall aims of the campaign include increasing year on year (Dec 2012 vs. 2011) footcount by 4%, spend per head by 10% and turnover by 10%. It also aims to boost membership of the newly launched Gateway VIP loyalty programme with mall promoters encouraging sign up to the programme, along with entry to the competition.
To see more of how Gateway is taking the marketing of its Luscious Loot promotion to the social media space search for Gateway Theatre of Shopping on Facebook (Gateway Theatre of Shopping VIP); Twitter(@GatewayUmhlanga) or the new www.gatewayworld.co.za website.