The Primedia Lifestyle Group, a subsidiary within Primedia Unlimited’s Mall Division, has won the pitch to market the Benoni based Lakeside Mall, the third Growthpoint centre in its portfolio.
Nestled on the southern banks of Civic Lake in Benoni, Lakeside Mall – a 68 000 sq/m regional centre with 165 tenants – currently averages an impressive 950 000 footfall a month.
A central feature of Lakeside Mall is its 160 metre-long riverboat, which has been constructed as a decorative but not functional part of the main centre.
Inside the main complex is the great entertainment area – a ‘townscape’ with sash windows and cobbled streets dominated by the food offering of the centre. These buildings are based on real structures in New Orleans, right down to the colour of the paint. They give the feeling that you are in the middle of a real town square.
Lakeside Mall will benefit from all of The Primedia Lifestyle Group’s subsidiary services including Primedia Lifestyle Marketing Services (marketing strategy, budget management, brand management, research, tenant relations, events and PR), Red Pixel (creative, production and design) and Media Xpress (media planning, buying and strategy).
“We are thrilled to have won the pitch for Lakeside Mall as the third centre within our Growthpoint portfolio and look forward to increasing their brand presence on the East Rand,” says Primedia Lifestyle Group’s Zoe van Onselen.