The Gateway Theatre of Shopping centre, marketed by Primedia Unlimited’s shopping centre marketing specialists, Primedia Lifestyle Marketing Services, has been awarded HeadCount’s Busiest Day of the Year Award for 2014 in the Super Regional category for the eleventh consecutive year.
The HeadCount Busiest Day of the year award is the company’s way of honouring the success of the malls that are monitored by their system and that show the busiest foot traffic on a particular day. All super regional malls within South Africa are monitored. During the peak 2014 holiday season, 149,426 shoppers visited Gateway on 13th December 2014.
“This award can be attributed to two things,” says Primedia Lifestyle Group’s MD Doug Mayne, “Gateway’s diverse tenant and entertainment mix and its innovative marketing campaigns.”
Gateway boasts a broad range of high-end fashion and entertainment under one roof and visitors to the centre are always spoilt for choice. Ahead of the Festive season the centre had 18 new stores open including CottonOn, Breathe, Ebb & Flo, Klines, Kathrin Kidger and Red Square.
During the festive season Gateway ran an integrated marketing campaign entitled “So You Think You Can Shop?”. It was a fun and interactive digital game that shoppers could play from within a giant shopping bag in the centre, and stand a chance to win their share of R 500,000 in prizes including the grand prize – a shopping trip for two to Mumbai valued at R100,000.
“So You Think You Can Play?” was targeted at children aged between 4 and 12 and parents with babies and toddlers. The event offered children the chance to escape into a giant toy land, filled with a variety of different games and entertainment options, as well as the chance to meet Santa.
As a direct result of these activations, Gateway had a total of 3,455,334 people visiting the centre over December 2014 and over 6,000 entries for the main shopper competition.
“While coastal malls are naturally busier than usual during the holiday season, we are particularly proud that Gateway received this award as it bears testament to all the hard work that our teams consistently put into the marketing of this super regional centre throughout the year,” say Doug.