For five consecutive years Gateway Theatre of Shopping has continued to establish its cutting edge status in both fashion and entertainment, by aligning itself with one of Durban’s biggest fashion events – the Vodacom Durban July.
The shopping centre, under the guidance of Primedia Unlimited’s Primedia Lifestyle Marketing Services, is constantly striving to raise the bar on the preview fashion show and Gateway’s Marketing Department again achieved outstanding success in 2013.
“The event has grown enormously, seeing an unprecedented 26 363 feet through the doors in 2013, representing a 98% growth on 2011’s event,” says Doug Mayne, the Managing Director of Primedia Lifestyle Marketing Services.
The theme for the Vodacom Durban July 2013 was one that was suitably in line with Gateway’s Brand offering ‘Posh?Oh My Gosh!’, and designers were briefed to create collections that would raise the fashion bar on KwaZulu-Natal’s East Coast via classy collections with a modern flair that emulated ‘days gone bye’.
Gateway embraced this theme and teamed up with national radio station, 5FM, which was instrumental in promoting the event on air in the weeks leading up to the big night. The fashion show, dedicated to South Africa’s beloved Madiba, was hosted by 5FM and opened with a spectacular ballet performance on the runway, followed by an extraordinary fashion show, featuring collections by some of South Africa’s top designers.
This was followed by a free concert which featured various artists including Toya Delazy, Pascal and Pearce and DJ’s Fresh and Euphonik. The crowd partied late into the night to make this the event of the year.
Primedia Lifestyle Marketing Services kicked off its six-week build up campaign with a number of exciting activities including a shopper competition culminating in a trip for two shoppers to Mauritius valued at R70 000; a tenant exclusive competition for the best window display and a special Vodacom Durban July “Look Book” edition of Gateway Magazine filled to the brim with fashion, make up and accessories ideas.
An on air competition called listeners to do their own rendition of a ‘posh’ red carpet spokesperson describing garments for race day. Three winners were selected and treated to a VIP experience with flights to Durban, VIP treatment at Gateway’s event, and tickets to the Durban July, with accommodation sponsored by the Gateway Hotel. The overall winner was selected by the Fresh Drive team and was treated to a R5 000 TopShop gift card.
Special invitations were extended to celebrities and the media, offering them VIP access to the event in a Posh VIP lounge area. The VIP area was elegantly appointed and in keeping with the Posh theme. Pearls, vintage mirrors, eclectic frames, roses and soft white furnishings were the order of the day, including a magical display by acrobats and a pas de deux for Gateway’s special guests and socialites. Each VIP also received a Gateway goody bag filled with exclusive surprises.
Penny Barlow, Marketing Manager for the centre adds: “PR to the value of R2.3million, up 35% from 2012, was achieved for the event, which was showcased on one of South Africa’s top magazine programmes, in national and regional newspapers and on 5FM. We also secured sponsorships and media partnerships to the value of R2 252 698 (up by 13%), and competition entries for the trip to Mauritius totalled 10 406, well above the numbers received last year.”
“This event was taken to new heights, with all marketing objectives not only met but exceeded,” says Doug. “Gateway’s marketing team will again strive to take this event to the next level in 2014 for another truly magical experience.”
For further information visit www.gatewayworld.co.za
Primedia Lifestyle Marketing Services DNA
Primedia Lifestyle Marketing Services is the heart of Unlimited’s subsidiary the Primedia Lifestyle Group, and provides marketing excellence to more than 40 shopping centres nationwide. Passionate and talented on-site and head office staff, develop and execute marketing solutions to a variety of malls ranging from Convenience Centres to Super Regionals. As a fully integrated marketing consultancy it provides Return on Marketing Investment to mall owners using its integrated, holistic approach and a deep understanding of the mall industry environment. Visit www.primedia-unlimited.co.za or www.primedialifestyle.co.za for more.