South African Youth Call Gateway Particularly Cool


How’s this for loyalty? For the seventh year in a row, the young people of South Africa have declared Gateway Theatre of Shopping the Coolest Shopping Centre in the annual Sunday Times Generation Next survey.

The survey reaches out to over seven thousand children, teens and young adults in six provinces across South Africa, asking them to identify their favorite brands and trends. The respondents are aged 8-22, so Gateway has stayed relevant to youngsters just entering the survey’s age group even as it remains popular with young shoppers that have stayed loyal to it over the past seven years.

Part of that is the center’s dedication to massive shopper events that target young shoppers. During the survey period, the center held its annual Durban July Pre-race Experience, partnering with Blackberry, Vodacom and 5FM to host a VIP event and fashion extravaganza with SA’s top designers, a live broadcast with DJ Fresh and the Fresh Drive and numerous celebrity appearances. It also held the Gateway to Fame talent search, started up the Justin Bieber G’evolution Teen Club and held the Living the Dream holiday campaign in December.

Doug Mayne, deputy marketing director at Primedia Lifestyle (the center’s marketing partner) says, “As a top priority we gear our marketing strategies in line with the shopper psyche with an acute understanding of their interests and needs. Through this approach we understand how to engage the youth and families, and keep them coming back. Needless to say we’re thrilled that our marketing solutions have contributed to being nominated as the best of breed in the industry.”


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