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