Unlimited’s shopping centre marketing specialist The Primedia Lifestyle Group has once again received top honours for its retail marketing strategies at the South African Council of Shopping Centres (SACSC) Footprint Awards, claiming six of ten highly coveted Gold awards as well as six Silver and four Bronze awards.
Primedia Lifestyle Group MD Doug Mayne says; “This is the first time that Primedia Lifestyle Marketing Services has won 60% of the gold Footprint awards on offer. Further evidence of the depth of our entries is that two of our gold award winners – Menlyn’s The Beach is Back 2011 and Gateway’s Right Royal Affair (Vodacom Durban July) promotion – are in their fourth year. This proves that these events are becoming successful brands in their own right.”
The Footprint Awards recognise exceptional shopping centre marketing, innovation and creative achievements together with economic success within the South African retail property sector. The awards are based on overall effectiveness of South African mall marketing strategies, evaluated against criteria including overall concept, media strategy and the degree of success achieved which is evidenced by an increase in foot count, centre turnover, publicity received and other key performance indicators.
Interestingly, this year the awards’ judging panel included six international judges from the UK, US, South America, Canada, Asia and the UAE which indicates the world class standard of the winning entries.
Looking at the Primedia Lifestyle Group’s Gold award winners it’s clear to see that thinking out the box is a key element that sets these entries apart from many others. For example, Durban’s Musgrave Centre Gold wins for its Accentuate and Icon campaigns.
The big idea behind the two campaigns was to ensure the longevity of the Musgrave Brand against the backdrop of a successful revamp of the centre. Many malls focus on a big “celebration” for their re-launch campaigns but the Musgrave Marketing team felt that a campaign that highlighted its tenant mix – the core reason why shoppers frequent this mall – would provide stronger, long term success and positive results in line with its objectives.
The campaign took the form of a 12 week relaunch, repositioning and rebranding promotion and saw the launch of a new logo, look and feel for advertising and update of all contact points (website, posters in mall, marketing material, and promotional material).
As a result, website stats rose from approximately 1 600 unique users per month to a monthly average of more than 7 500. Mall exhibition sales also rose dramatically from 34.9%
in October to 72.2% in December and mall vacancies were reduced by 17%, indicating a renewed interest by retailers.
The mall was able to raise R100 000 in sponsorships (prizes, celebrity appearances, give aways) and R400 000 in free publicity. Most importantly, foot traffic increased by at least 10% during the months (Oct – Dec 2011) that the campaign ran or an additional 50 000 shoppers each month, when compared to the same months in 2010.
Shoppers love to eat!
The second centre to win Gold was Nelspruit’s Riverside Mall for its Riverside Feast entry. This leveraged off research findings that indicated that food was a key interest of a large number of the shoppers frequenting the mall. The clearest evidence of the campaign’s success was the 13% increase in foot traffic during the campaign period while the PR target was exceeded by 54%, with R1 079 340 worth of publicity achieved.
Menlyn Park Shopping Centre in Pretoria also won Gold for its third The Beach is Back 2011 promotion. This event was originally conceptualised in 2009 at a time when the country was hard hit by the recession. As a result, the centre recognised the fact that shoppers could not afford their usual coastal holidays but still needed a break.
Menlyn’s other gold award was for its Gautrain Exposure activation. The event was conceptualised around the launch of the Gautrain’s newly opened route between Pretoria and Johannesburg. The big idea was to align this topical event with a mutually beneficial partnership between two shopping centres (owned and marketed by the same company), Bombela (operators of the Gautrain) and 5fm (a popular national radio station).
The flagship Gateway Theatre of Shopping won big for its 10th Birthday Celebration
The marketing team ran campaigns to highlight the history of the centre, showcase accomplishments and celebrate the centre’s milestone. As part of this, a competition was run offering a life changing prize, never before given away by a shopping centre and an integrated campaign was conceptualised, utilising a 360-degree approach to advertising and communication.
The second campaign from the centre to win gold was entitled a Right Royal Affair. For the third year running Gateway Theatre of Shopping planned to hold a successful holistic entertainment offering to precede the Vodacom Durban July.
In 2011, Gateway wanted to take this annual promotion and grow it from a typical fashion show into a day and night entertainment extravaganza, supported by an integrated six week build up campaign and massive entertainment offering – As a result “A Right Royal Affair” was born.
Overall Mayne says that one of the most pleasing aspects of the Primedia Lifestyle Group’s achievements at this year’s Footprint awards was clear evidence of the benefits derived from the synergy of the various businesses within the group. For example, the fact that creative agency Red Pixel worked on all but four of the winning campaigns which stems from the close partnership between this creatively aligned business and the other units within the Primedia Lifestyle Group.
Additional awards won by Primedia Lifestyle marketing Services include those in the SILVER category:
Menlyn Park Shopping Centre – The Beach is Back 2011
Riverside Mall – Classic Challenge
Tyger Valley Centre – Centre Revamp – It’s all about you,
Gateway Theatre of Shopping – Gateway’s Hotel Take over awards
Gateway’s Holiday Line Up
Chatsworth Centre Chatsworth’s got talent
Menlyn Park Shopping Centre The Beach is Back 2011 (x2 awards)
Vincent Park – National Masters Waterpolo Tournament
The Zone@Rosebank – The Centre of Attraction