Gateway Holds a December to Remember


1218gatewayWhen you’ve planned a holiday bursting with activities for shoppers of all ages, how do you turn it into a cohesive Christmas campaign? That’s the challenge Gateway Theatre of Shopping faced this season.

“Another challenge of managing and marketing a shopping centre of this magnitude is the ability to appeal to people of all lifestyles and life stages,” says Penny Barlow, Gateway’s Marketing Manager. “To ensure a holistic appeal this December, our Primedia Lifestyle Marketing Services team has constructed a multi tiered marketing campaign entitled ‘A December to Remember’.”

Those disparate events and promotions include Gateway to the Lost World, a dinosaur exhibit for the little ones; a dedicated teen zone with daily prizes, spend-and-win promotions and a lot more.

“To promote the activities, we’re using various in-mall shopping centre platforms like lift vinyl and info banners but we’ve also invested in an advertising campaign that encompasses print and radio,” said Penny. “We’re excited about this festive season especially because we’ll have state of the art animatronic dinosaurs shipped in from China for the little ones, and teens will have the opportunity to interact with the latest technology and the coolest brands for free in an area that is exclusively suited for their age group.”

“We’re hoping for a total footfall of around 3.6 million visitors throughout the festive season and to raise a significant amount of money for a CSI initiative,” added Penny. ‘We’re confident it will be a December to Remember!”


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