Marketed by Primedia Unlimited subsidiary Primedia Lifestyle, the Gateway Shopping Centre was announced the country’s Coolest Shopping Centre at the sixth Sunday Times Generation Next Survey Awards held on the 27th May.

The Generation Next survey, conducted by HDI Youth Marketeers, this year polled over 5300 urban South Africans aged 8 - 22 in the country’s six major provinces to determine which of our brands most positively affect the youth.

Recently nominated for nine Solal Awards, the European guild for excellence in shopping centre marketing, Primedia Lifestyle currently handles the marketing portfolios of 58 leading malls across the country, with Gateway Shopping Centre being one of them. Doug Mayne, Lifestyle’s National Marketing Executive says “We’re delighted by our client’s award and are proud to be associated with the Old Mutual Investment Group - Property Investment and the coolest mall in the country.”

In the two months leading up to the Generation Next Awards, Lifestyle’s marketing campaigns generated in excess of R7.9m in publicity for Gateway, with initiatives including the Idols auditions, the FIFA ticket office opening, the Hyundai Goodwill Ball signing, the How to Train your Dragon release and the Loxion Motorshow to name a few.

Primedia Lifestyle’s Managing Director, Paul Carsley comments “Our marketing strategies for Gateway have always been original and relevant to the consumers, yielding solid ROI for the mall. The positive perception created by great marketing clearly not only impacts on adults, but on the youth as well. Going forward we will continue delivering activities that are fun for young and old, interactive, impressive and world-class. We’re delighted that the youth think Gateway is the coolest mall to be in and that the activations and image of the mall have their thumbs up.”

Primedia Lifestyle offers its shopping centre clients the preparation of the annual marketing strategy, event and production services, conceptualisation and implementation phases of conferences, launches, celebrations, road shows and major event spectaculars – all with the aim of enhancing the consumer’s shopping experience, driving sales and encourage repeat visits to the malls.