The centre teamed up with national radio station, 5FM, which was instrumental in promoting the event on air in the weeks leading up to the big night. The fashion show, dedicated to South Africa's beloved Madiba, was hosted by 5FM and opened with a spectacular ballet performance on the runway, followed by an extraordinary fashion show, featuring collections by some of South Africa's top designers.
This was followed by a free concert that featured various artists including Toya Delazy, Pascal and Pearce and DJs Fresh and Euphonik. The crowd partied late into the night to make this the event of the year.
"The event has grown enormously, seeing an unprecedented 26,363 feet through the doors in 2013, representing a 98% growth on 2011's event," says Doug Mayne, the MD of Primedia Lifestyle Marketing Services.
The company kicked off its six-week build-up campaign with a number of exciting activities, including a shopper competition; a tenant exclusive competition for the best window display and a special Vodacom Durban July 'Look Book' edition of Gateway Magazine.
An on-air competition called listeners to do their own rendition of a 'posh' red carpet spokesperson describing garments for race day. Three winners were selected and treated to a VIP experience with flights to Durban, VIP treatment at Gateway's event, and tickets to the Durban July, with accommodation sponsored by the Gateway Hotel.
The overall winner was selected by the Fresh Drive team and was treated to a R5,000 TopShop gift card. Special invitations were extended to celebrities and the media, offering them VIP access to the event in a Posh VIP lounge area. Each VIP also received a Gateway goody bag filled with exclusive surprises.
Penny Barlow, marketing manager for the centre adds, "PR to the value of R2.3 million, up 35% from 2012, was achieved for the event, which was showcased on one of South Africa's top magazine programmes, in national and regional newspapers and on 5FM. We also secured sponsorships and media partnerships to the value of R2 252 698 (up by 13%), and competition entries for the trip to Mauritius totalled 10,406, well above the numbers received last year."
"This event was taken to new heights, with all marketing objectives not only met but exceeded," says Mayne. "Gateway's marketing team will again strive to take this event to the next level in 2014."
