The award winning Gateway Theatre of Shopping centre based in Kwa-Zulu Natal is marketed by Primedia Unlimited subsidiary Primedia Lifestyle Marketing Services. One of the company’s continuous challenges is to attract shoppers to Gateway and maintain its premium attraction status.
“Another challenge of managing and marketing a shopping centre of this magnitude is the ability to appeal to people of all lifestyles and life stages,” says Penny Barlow, Gateway’s Marketing Manager. “To ensure a holistic appeal this December, our Primedia Lifestyle Marketing Services team has constructed a multi tiered marketing campaign entitled ‘A December to Remember’.”
The campaign will be in line with international standards in terms of the number and quality of events during the holiday period, establishing Gateway as the ultimate entertainment and shopping destination for locals and holiday patrons.
The various sub campaigns planned include Gateway to the Lost World targeted at kids 4-12 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.
“To promote the activities, we’re using various in-mall shopping centre platforms like lift vinyl and info banners but we’ve also invested in an advertising campaign that encompasses print and radio,” says Penny. “We’re excited about this festive season especially because we’ll have state of the art animatronic dinosaurs shipped in from China for the little ones, and teens will have the opportunity to interact with the latest technology and the coolest brands for free in an area that is exclusively suited for their age group. The teens will also be treated to giveaways valued at over R70 000.”
“We’re hoping for a total footfall of around 3.6 million visitors throughout the festive season and to raise a significant amount of money for a CSI initiative,” says Penny. ‘We’re confident it will be a December to Remember!”