Creating Smarter Malls


From left to right: Akash Maharaj - Gateway Theatre of Shopping Centre Manager, Bradley Knowles – Executive: Marketing, Primedia Unlimited Malls, Tanja Gerber - Portfolio Manager, Primedia Unlimited Malls and Malcolm Horne – Broll Property Group CEO.

The Out the Box campaign wins a Gold Footprint Award

Gateway’s experiential Out the Box campaign brought the pages of a magazine to life. The latest trends, hottest seasonal colours, must have products and honest reviews of these up to date items brought new interest to many hidden retail gems at Gateway Theatre of Shopping. Tapping in to and delivering the exact content shoppers sought to assist their purchase decisions and trend guidelines, Out the Box became a hot topic around the province, to the extent that well-known personalities were calling in to ask to be included on the guestlist as well as the general public pleading for an invitation. This gave the event exclusive status, which propelled the success of the goals and objectives. The marketing team extended repeat invitations to the monthly events to guests that had given the best exposure to the tenants involved, increasing the reach and impact of the campaign.

With the assistance of influencers, social media support, monthly mini launch events, luxury goodie bags for influencers and consistent refreshing of the box, the campaign achieved 75% ahead of the average turnover targets for participating retailers, leading to Gateway achieving its overall growth objectives. Monthly Social Media statistics were incredibly successful, with tenants feeling that they benefitted largely from the online exposure, and that it drove feet to their stores to purchase.

Total Reach (Accounts) for the length of the campaign: 884,605
Total Exposure (Impressions) for the length of the campaign: 3,881,402

2017 Footprint Awards Category Results
Gateway Theatre of Shopping
Out the box Sales Promotions & Events Gold
A happy trolls holiday at Gateway Advertising Silver
Gateway Ambassador Search Public Relations Silver
Gateway's Preview Fashion Show and Concert Sales Promotions & Events Silver
Menlyn Park (In conjunction with Mowana Properties)
The Village Retailer Productivity Silver
Menlyn Park Launch Grand Opening, Expansion and/or Renovation Silver
Menlyn Park Launch Digital Marketing Bronze
Menlyn Park Launch Public Relations Bronze
Vincent Park
Festive Cheer Visual Merchandising Silver
The Zone @Rosebank
Boulevard Living Centre Productivity Bronze
Boulevard Living Sales Promotions & Events Bronze
Cavendish Square
The Perfect Excuse Sales Promotions & Events Silver
2016 Footprint Entries Category Results
Menlyn Park
Grocery Avenue Grand Opening, Expansion and Renovation Bronze
Grocery Avenue Public Relations Gold
Concierge Ambassadors Public Relations Silver
Redevelopment Tenant Support Retailer Productivity Bronze
Festive in Paris Sales Promotion and Events Bronze
Origami Visual Merchandising Silver
Cavendish Square
Beyond Words Retailer Productivity Bronze
Beyond Words Public Relations Bronze
Beyond Words Visual Merchandising Silver
The Zone @ Rosebank
Centre of Attention Public Relations Bronze
Gateway Gives Back CSI Silver
Experience Gateway Advertising Bronze
2016 Solal Award Entries Category Results
Menlyn Park
Grocery Avenue Grand Opening, Extension, Refurbishment Finalist
Paris Hilton Grand Opening, Extension, Refurbishment Finalist
Christmas in Paris Footfall Activation Finalist
Cavendish Square
Beyond Words Brand Awareness and (Re)positioning Finalist
The Zone @ Rosebank
The Zone Redevelopment Brand Awareness and (Re)positioning Finalist