The popular KZN based Gateway Theatre of Shopping has won the HeadCount Busiest Day of the Year award for 2012, for a super regional centre, with a foot traffic count of 158 984 consumers on 22 December 2012.
The Primedia Lifestyle Group’s Marketing Services company is responsible for providing marketing excellence to Gateway and more than 40 other shopping centres nationwide.
“We are delighted that Gateway won this award,” says Marketing Manager, Penny Barlow. “Seeing the foot count increase by 4% compared with 2011, bears testimony to Gateway’s determination to provide our shoppers with an ever-changing, safe, fun environment suited to people of all ages. This coupled with improving our tenant mix and strategising exciting marketing campaigns made for a winning combination,” says Barlow.
Gateway conducted research ahead of the festive season to establish what its shoppers really wanted. As a result of insights gained, the Luscious Loot promotion was born where daily prizes were awarded to consumers who spent R500 or more. Prizes included holidays, Gateway Gift Cards, jewellery, makeovers and a brand new Citroen DS3. These prizes were valued at over R560,000 and negotiated as part of a trade exchange for the campaign, resulting in a very respectful 8:1 return on investment.
Primedia Lifestyle Marketing Services DNA
Primedia Lifestyle Marketing Services is the heart of Unlimited’s subsidiary the Primedia Lifestyle Group, and provides marketing excellence to more than 40 shopping centres nationwide. Passionate and talented on-site and head office staff, develop and execute marketing solutions to a variety of malls ranging from Convenience Centres to Super Regionals. As a fully integrated marketing consultancy it provides Return on Marketing Investment to mall owners using its integrated, holistic approach and a deep understanding of the mall industry environment. Visit www.primedia-unlimited.co.za or www.primedialifestyle.co.za for more.