To tie in with the festive season Primedia Lifestyle Marketing Services, a subsidiary of the Primedia Unlimited stable, devised and executed the ‘Slide into Summer’ festive season campaign. This culminated in the launch of client Riverside Mall’s Mafunyane Riverside Water Park which opened at the end of December and is currently Nelspruit’s only available water park.
Riverside Mall Marketing Assistant Beate Dreyer says; “The role of Primedia Lifestyle Marketing Services is to market its national shopping centre clients as destinations of choice and the Riverside Mall Water Park was no exception. Slide into Summer was a great play on words leading up to the opening of the water park and made a seamless campaign all the more effective.”
The campaign was strategically advertised within the Riverside Mall, supplemented by advertising on the centre’s website, Facebook page, digital screens at the customer care desk, Digital Ad directory screens, an outdoor billboard and in the local community newspaper.
Included in the mall’s festive season campaign was the always popular ‘Photos with Santa’ as well as a gift wrapping service offered by the mall in return for a nominal fee. More than
R13 000 was collected and will be donated to a charity of the centre’s choice.
Dreyer explains; “As this was a teaser campaign, we didn’t let the public know until the last few weeks that the water park was scheduled to open. As a result, the campaign generated excellent talkability and the water park’s popularity will certainly increase throughout the New Year.”