The Primedia Unlimited owned shopping centre marketing specialists Primedia Lifestyle Marketing Services is certainly living up to its ethos of constantly innovating. The company has been confirmed as having 10 finalist positions in this year’s International Council of Shopping Centre’s Solal Marketing Awards – more finalists than any other entity in Europe. In total, 122 nominees from across Europe and Africa were awarded finalist status.
The Cape Town based centre Cavendish Square elicited the highest number of finalist positions (four) followed by Gateway with two finalists and Captiv8, Primedia Lifestyle’s newest non GLA (Gross Lettable Area) income business, also with two finalists.
The Primedia Lifestyle Group MD Doug Mayne says: “Representing South Africa with ten of the total 13 local finalist positions being awarded is just remarkable,” he says. “Our teams continue to push themselves and deliver world class shopping centre marketing ideas.”
Special mention must be made of Cavendish’s world class, and world first concepts. Its four finalist positions incorporated innovative marketing platforms and processes including designing an Augmented Reality Christmas Card app and an immersive game which shoppers could take part in; creating the world’s first ‘guilt free’ cupcake store, exchanging guilt for cupcakes; creating indulgent winter holiday programmes and executing a campaign for the Organ Donor Foundation of South Africa where consumers could ‘exchange’ metaphorical organs for fashion items.
Primedia Lifestyle Marketing Service’s creative agency Red Pixel and non GLA focused business Captiv8 also had huge roles to play. “Our sister companies are intimately involved in all our campaigns, bringing their unique expertise to the table,” says Doug. “Red Pixel is particularly adept at bringing all the required creative elements together seamlessly, regardless of a centre’s objectives.”
Captiv8’s primary function is to identify and investigate the potential to convert marketing initiatives into possible revenue earning platforms whereby external clients can advertise and promote their brands. Captiv8 entered into a partnership with a leading magazine publisher who has an excellent portfolio and knowledge of the retail industry to manage the process of compiling, editing, printing and distributing a series of magazines specific to certain malls.
Doug sites the international examples of Trinity Leeds and the Marmara Forum mall in Turkey. “To give an indication of the enormous scope of international competition our teams have to deal with, Trinity Leeds, a popular UK based shopping centre has one million sqf of retail space and won a coveted best Lighting Design Award in the ‘Large Retail’ category. As a second example, the Marmara Forum in Turkey is Istanbul’s most innovative shopping centre and opened its doors just three years ago. The competition is enormous!
But having said that, I do believe that as a country we can be extremely proud of our collective marketing efforts. We look forward to hearing the final outcome of the SOLAL’s in May.”