Creating Smarter Malls

Primedia Lifestyle Scoops Up 13 Footprint Marketing Awards

Primedia Lifestyle Scoops Up 13 Footprint Marketing Awards  Source: propertywheel.co.za

The Footprint Marketing Awards recognizes and celebrates excellence in Shopping Centre Marketing throughout the country. Established by the South African Council of Shopping Centres (SACSC), exceptional innovation and creative achievements through marketing campaigns are acknowledged. This year, Primedia Lifestyle were awarded 13 of these prestigious awards.

Taking home approximately 40% of the awards on offer in the form of one Gold, six silver and six Bronze awards out of the overall 33 awards, Primedia Lifestyle continues their consistent success rate and esteemed presence in the industry. Receiving the awards across multiple categories including: advertising, public relations, visual merchandising, community relations, retailer productivity, sales promotions and events and grand opening, expansion and/or renovation; the group once again outshone competitors with their integrated service offering.

Bradley Knowles, Primedia Unlimited Mall Division’s new General Manager: Commercial and Marketing who joined the group in August of this year, credits the numerous awards and achievements to his team and the formulated multi-disciplinary approach which offers clients, shopping centre owners, retailers and landlords a holistic and integrated service offering.

“We are honoured and extremely proud of our team who work incredibly hard with our clients and business partners to annually bring home these awards, consistently claiming recognition of service excellence and expertise. Thank you to the Primedia Lifestyle Group for achieving and excelling in this year’s Footprint Awards and continuing to deliver the high standard of service to our clients.”

Winning a coveted gold award for their Grocery Avenue campaign at Menlyn Park Shopping Centre, in the category of grand opening, expansion and/or renovation; the team outshone competitors with their unique, innovative and interactive concept of increasing foot count, engagement and awareness of and to the redevelopment of Pretoria’s largest shopping centre. During the launch period, celebrity chefs were on show to demonstrate and engage shoppers in cooking and the new food retailer space.

Originally pioneered as a mall media and marketing company, Primedia Unlimited Mall Division has evolved over the years to offer a multi-disciplinary integrated approach to all aspects of retail marketing including activations, digital and most recently, non-GLA revenue optimization.

“Our overall aim and focus is to create a common purpose with clients in creating unmatched and memorable shopper experiences. Integration with our many subject matter experts allow us to utilize the Mall Division’s larger infrastructure and areas of expertise, to deliver offerings that are informed by insights and integration,” shares Knowles.

“Commercially, we are the front-runners in generating non-GLA revenue for mall owners and the importance of non-GLA income for our centres is a top priority. Our objectives are to continue leading through better alignment and common purpose with property owners and managers.”

An all-encompassing approach to shopper marketing by way of numerous platforms to improve non-GLA income including the use of sponsorships, promotional courts, pop up stores and in mall media options which are all managed in house, is what keeps Primedia Unlimited Mall Division as leaders in the industry.