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Primedia Lifestyle Marketing Services the only South African victor at this year’s international Solal Awards
Mall Division, Primedia Lifestyle Marketing

The Primedia Unlimited owned shopping centre marketing specialists have won a coveted gold and a silver award at this year’s International Council of Shopping Centre’s Solal Marketing Awards.

“The awards recognise shopping centre marketing excellence from around Africa and Europe,” says Primedia Lifestyle Group’s MD Doug Mayne. “With only 20 awards up for grabs this year, 9 less than last year, we’re thrilled to lay claim to two of them, and to be the only South African company to bring the awards home.”

“An added bonus of winning a gold SOLAL is that it allows us automatic entry into the ICSC (International Council of Shopping Centres) global   Viva Awards which honour and recognise the most outstanding examples of shopping centre marketing, design and development, sustainability and community service worldwide.

This is the crème de la crème of retail awards and we’re beyond pleased to be one of just four countries that will have automatic access following our SOLAL success.”

Turkey received the most SOLALs overall, scoring three silvers and one gold, followed by Italy with one gold and two silver SOLALs.

Doug adds: “We received our gold award for the very successful Magnum pop up store at The Zone@Rosebank and a silver for the team’s ‘Eastgate To the Max’ campaign at Eastgate.”

Receiving a silver SOLAL, the ‘Eastgate To the Max’ campaign was based on the centre’s re-development and the need to create a theme that entertained, while still being engaging for shoppers.

Amanda Stops, CEO of the South African Council of Shopping Centres (SACSC) says that the Primedia Lifestyle Marketing Services team has a thorough understanding of the shopping centre and retail business as a whole and therefore understands the importance of aligning marketing strategy to business strategy to obtain the best results.

“They integrate research and strategy to their campaigns and ensure smart objectives which are measurable for the owners,” says Amanda. “The company also understands the environment in which they operate, focus on innovation and involve a number of people in brainstorming for initial ideas, they don’t just leave this to the onsite team, they include head office team as well as asset managers, centre managers, owners etc.

And last but not least they take care in compiling entries and understand that it is an opportunity to showcase their work. Because time is limited for viewing entries, first impressions count and they understand and value the time judges take to evaluate each entry and therefore are mindful of ensuring concise, well thought through entries which showcase their ideas.”

“I extend my thanks and congratulations to the teams that were involved in the winning entries,” says Doug. “It’s fantastic to continually have South African representation at these international awards.”