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Gearing up for Gateway’s Vodacom Durban July Preview Fashion Show
Primedia Lifestyle Marketing

Gateway Theatre of Shopping, under the guidance of Primedia Unlimited’s Primedia Lifestyle Marketing Services, has for the fifth consecutive year partnered with the Vodacom Durban July to host Gateway’s Vodacom Durban July Preview Fashion Show.

Fashion is one of the pillars of Gateway’s Brand. As part of the venture, the centre will be maximising its extensive fashion offering, which equates to 42% of its tenants, to host the preview fashion show before the big race day.

Primedia Lifestyle Marketing Services kicked off its six-week build up campaign with a number of exciting activities which include a shopper competition culminating in a trip for two shoppers to Mauritius valued at R70 000; a tenant exclusive competition for the best window display and a special Vodacom Durban July “Look Book” edition of Gateway Magazine filled to the brim with fashion, make up and accessories ideas.

The campaign will be communicated through a variety of in-centre advertising such as info banners, elevator decals, posters and bridge banners, to name a few, all of which are aimed at increasing foot traffic to Gateway and ultimately increasing turnover for the centre.

“In addition to the in-centre advertising, an eight page supplement in the Mercury Newspaper will showcase a sneak preview of designs and performer profiles,” says Doug Mayne, Managing Director at Primedia Lifestyle Marketing Services.

“Through understanding its consumers’ needs and knowing the centre’s strategic objectives, Primedia Lifestyle Marketing Services is aware that it is critical to continuously align itself with like-minded brands. It is this thinking that has enabled Gateway to continue to host an event of this stature.”

5FM’s Fresh Drive will broadcast from 3pm at Gateway’s Wave House with the Ultimix at 6 being performed live on stage. Thereafter, crowds will be treated to a Vodacom Durban July Fashion Preview and live performances from Toya Delazy, Pascal & Pearce and the formidable duo, Fresh & Euphonik.

2012 success statistics

In 2012 Gateway’s Vodacom Durban July Preview Fashion Show achieved a record breaking foot count of 26 112 at Gateway’s Wave House on the day of the event. This is the highest recorded foot traffic ever at the Wave House and the event. R1.7 million worth of publicity was secured.

In 2013 for the first time, Gateway’s Wave House will host the official Vodacom Durban July after party in association with 5FM and Gold Circle. The after party will start at 6pm and end at 2am. The concert line up includes top 5FM DJ’s as well as popular local acts.

For further information visit www.gatewayworld.co.za

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.