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Mall Fusion ensures significant PR exposure for Liberty Midlands Mall
Mall Fusion

Primedia Unlimited’s Mall Fusion ensured over R190 000 PR value for its client, Liberty Midlands Mall, which celebrated its 10th birthday in September. 

Liberty Midlands Mall is a jewel in Pietermaritzburg’s lifestyle offering and its unique design, influenced by indigenous African culture, echoes the Kingdom of the KwaZulu-Natal.

“The centre is by far the largest in the Kwazulu-Natal Midlands and it boasts world-class tenants which attract a monthly average of 700 000 residents and other visitors travelling from the berg to the beach,” says Mmapula Mothapo, the Head of Events and Sponsorships at Mall Fusion, a Primedia Unlimited subsidiary.

“Mall Fusion specialises in developing and delivering mall events linked to the marketing activities of the malls, and thus ensured numerous successful sponsorships, events and activities leading up to Liberty Midlands Mall’s birthday. Added to this, we generated R191 510.97 in PR value for our client,” says Mothapo.

Hundreds of prizes were given away, including a Toyota Aygo, which ensured that the community got involved in the birthday celebrations.

Added to this, the mall gave away R100 000 to selected Community Chest charities that focus on education and assisting the elderly in its catchment area. Ten charities each received R10 000 to enable them to continue with the wonderful work that they are doing to assist the elderly and to ensure the education of our communities.

With over 165 stores Liberty Midlands Mall has surpassed all expectations with regard to growth and performance since its launch and its success can be attributed to a development philosophy to remain relevant to its loyal customers.

Highlights over the past decade include a R135-million extension in September 2006 added 36 new stores, anchored by a 4 500m²  Edgars outlet; a 128 room Stayeasy Hotel, managed by Tsogo Sun, opened on the property in 2010; and in 2011, a further R50-million revamp saw Dischem and Mr Funtubbles Fabulous Family Funfair add value to the offering.

For more information about Liberty Midlands Mall, visit www.libertymidlandsmall.co.za.