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Taking to the airwaves in June this year, e.tv’s eNews Channel, South Africa's first independent round-the-clock news service via pay TV operator DStv has taken the market by storm. Seeking to create further impact within the LSM 8 – 10 segment, e.tv signed to continue a mall advertising contract effective 1 August – 31 March 2009 with mall advertising media specialist, Primall Media.

The mall advertising campaign consists of a series of illuminated parkade billboards announcing the launch of the Channel. The billboard holding will dominate Blue Chip mall parkades across the country, namely Montecasino, Hyde Park, Mall of Rosebank, The Glen, Menlyn, Kollonade, Gateway, Cavendish Square, Vincent Park and Greenacres.

e.tv Head of Marketing & Corporate Social Investment, Michelle Kirby comments “We truly believe that outdoor is an effective medium and have been pleasantly surprised at the wonderful response we received from our parkade holding. This has truly been a very successful campaign for us and has made an impact that none of us could have predicted.”

Michelle admits that she had concerns over the effectiveness of mall advertising, “This platform was not my first choice initially as I was not entirely convinced that it would have the impact I required for the launch of the eNews Channel. However, this campaign has proven me wrong and in fact has been one of the most successful mediums I chose to launch the channel.

We’ve had an over whelming response from many people who have seen our ads in various malls across the country. The impact has been exceptional and we most definitely believe that utilising this medium has paid tribute towards the success of our channel launch and definitely heightened awareness of this wonderful new brand on offer to all DStv viewers,” she says.

Primall Account manager Terri Smith says, “The premier mall holding attracts an elite level clientele, mostly whom are seeking to expand their business acumen. We believe that the eNews campaign will continue to reach the right target market and perk the desired interest to increase and hold viewing.”