To solidify Gateway's positioning as the greatest entertainment and shopping complex in the Southern Hemisphere, Primedia Lifestyle has ensured that the annual pre-Durban July event is highly sought after and considered as 'the' entertainment event to kick off the annual equestrian festivities. The event presents the traditionally celebrity starved region unprecedented icon personality presence, and gives Durbanites the opportunity to mingle with the who's who of high society.

This year the Primedia Lifestyle team confirmed its negotiation pedigree in ensuring that for the third consecutive year, 5FM and Vodacom were the event partners of choice as well as a star-studded line up of local performers and fashion designers. One of South Africa's hottest fashion competitions, the Vodacom July Fashion Challenge also culminates at pre-race day event, where the competition winners strut their race day ensemble and compete to have their design featured at the Durban July.

To ensure another entertainment spectacular this year, Primedia Lifestyle has not only secured the Fresh Drive which will be broadcast live from the centre and the event, but has headed negotiations to ensure shoppers view first hand performances from Durban sensation The Arrows - the band scooping double SAAMA awards this year, Liquideep, the band voted by MTV as 2010's Best, Most Downloaded Group and winner of MTV Africa Song Of The Year 2010, as well as Lonehill Estate, one of South Africa's top live performing bands and 5FM charts topper.

Doug Mayne, Lifestyle's deputy managing director says, "Being the strategic business partner to Gateway enables Primedia Lifestyle to manage the event with an encompassing 360° implementation from strategy, marketing, media, creative and database management. Last year's event was attended by hundreds of people, we're confident that this year's event will be bigger and better than anything seen by South Africa."

"The objective behind us bringing these events to market is to elevate them into brands - exactly as we've done so successfully with the Gateway pre-Durban July event."

Hayley Jacobsen, Primedia Lifestyle's regional marketing manager for KZN and Mpumalanga comments, "Our ability to align strategic brand associations for events of this magnitude, is where I believe Primedia Lifestyle adds the most value to the shopping malls it markets. Our holistic approach provides Gateway with star-studded activities on the day as well as through-the-line exposure and a Facebook mechanic to ensure an all inclusive shopper experience."