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Primedia Lifestyle Group cleans up at the Footprint Awards and claims the Spectrum title
Primedia Lifestyle Group

Primedia Unlimited’s shopping centre marketing specialist The Primedia Lifestyle Group has once again received top honours for its retail marketing strategies at the South African Council of Shopping Centre’s (SACSC) annual Footprint Awards, claiming 55% of the awards on offer in the form of 8 Gold, 10 silver and 6 Bronze awards out of the total 44 awards of the evening. 

All gold winners qualified for the most prestigious award in marketing, the Spectrum Award, which this year was awarded to The Gateway Theatre of Shopping for its VIP Launch.

Centre Manager Akash Maharaj says, “In terms of marketing, Old Mutual Property is happy to have teamed up with Primedia Lifestyle and together we have made history by winning the Spectrum award two years in a row. Our aim is to constantly improve on our campaigns and so far 2013 has been a huge success and we are excited with our plans for 2014.”

On winning 24 highly coveted Footprint awards, Primedia Lifestyle Group MD Doug Mayne adds; “We’re incredibly proud of our teams who mange to constantly better their efforts each year. We would also like to thank our clients and business partners, as these awards are not possible without their support.”

“It’s important to note that these awards are very results based and that each and every campaign contributed in some way to key mall KPI’s like foot count, turnover, trading densities, spend per head, PR generated etc,” he says. “It is the effective combination of these elements that provides exceptional ROI for our clients.”

“The importance of non GLA income for our centres also cannot be understated,” says Doug. “The constant pressure on maintaining and growing rental income combined with a decline in consumer spending has huge implications for landlords. The focus right now is on finding new income streams that can generate above inflation growth rates. Current non GLA income amongst most shopping centres in SA is at 2% of gross income, with overseas counterparts being closer to the 3-5% range. There is also the challenge of managing multiple revenue streams and contracts and having a lack of dedicated resources to develop new ideas. To overcome these issues, mall portfolios are adopting a focused approach to non GLA income.”

The Primedia Lifestyle Group engage a number of activities and platforms to improve non GLA income including the use of sponsorships, promotional courts, pop up stores, in mall media options etc which are all managed in house. It is this all encompassing approach to shopping mall marketing which has kept the group at the forefront of shopping centre marketing awards.

Picture caption: Left to right: Doug Mayne (Primedia Lifestyle Group MD), Aileen Rodel (Gateway Theatre of Shopping Events Manager), Akash Maharaj (Gateway Theatre of Shopping Centre Manager) and Marius Muller (SACSC President).

For more information about Unlimited subsidiary Primedia Lifestyle Marketing Services go to: www.primelife.co.za

Primedia Lifestyle Group DNA

Founded in 1996, Unlimited subsidiary the Primedia Lifestyle Group, delivers integrated marketing solutions to more than 45 shopping centres nationwide. The offerings from South Africa’s most awarded, mall marketing company includes Prime Courts (centre court offerings); Red Pixel (creative, production and design), MediaXpress (media planning, buying and strategy) Mall Fusion (sponsorships and events) and most recently a Gift Card division (managing the full gift card function). Visit www.primedia-unlimited.co.za or www.primedialifestyle.co.za for more.