Every shopping centre has the challenge of bringing consumers through its doors and exceeding their landlord’s expectations. Over the past festive season, the award-winning Gateway Theatre of Shopping centre, based in KwaZulu-Natal, managed just that with the guidance and leadership of Primedia Unlimited’s Primedia Lifestyle Marketing Services business.
The centre, as a direct result of its ‘A December to Remember’ campaign, achieved publicity valued at over R59 million, a 370% increase on its previous year. Gateway (the only mall that has a dedicated VIP loyalty programme for all shoppers and age groups), capitalised on the tourism market, achieving an impressive number of new sign ups over the festive season. In addition, the centre raised 30% more money for its CSI efforts than in 2012.
“We had a total of 3.4 million people visiting the centre over December 2013 and over 20 000 entries for the main shopper competition, 18% more than the entries received for our 2012 competition,” says Penny Barlow, Marketing Manager, Gateway Theatre of Shopping.
The ‘December to Remember’ various sub campaigns included Gateway to the Lost World targeted at kids aged between 4 and12 and parents with babies and toddlers; Gateway’s Teen Zone for 13 to 18 year olds and a dedicated shopper competition for those 18 years and older with prizes valued at over R500 000.
“Gateway to the Lost World was a huge success and generated impressive numbers in terms of non-GLA income, and in total, we negotiated over R600 000 in sponsorship revenue for Gateway,” says Penny.
The campaign was in line with international standards in terms of the number and quality of events expected during the holiday period, establishing Gateway as the ultimate entertainment and shopping destination for locals and holiday patrons.