Marketed by Unlimited subsidiary Primedia Lifestyle, the Gateway Theatre of Shopping has been named the country's Coolest Shopping Centre by the Sunday Times Generation Next Survey Awards for the seventh consecutive year.

The winners of the Sunday Times Generation Next Survey 'coolest brands' are selected based on a robust, national, quantitative research study conducted by HDI Youth Marketeers in conjunction with the Sunday Times. This research programme is of great value to all brands, as it reveals insights into thoughts of children, teenagers and young adults aged 8 - 22. Furthermore, it gives insight to parents as to what their children are aspiring to.

Since it's nomination as the Coolest Mall, between May 2010 and April 2011, Primedia Lifestyle's marketing team have generated in excess of R61m in publicity for the centre thanks to its massive shopper events.

For its annual Durban July Pre-race Experience, the Gateway marketing team partnered with Blackberry, Vodacom and 5FM to host a VIP event and fashion extravaganza with SA's top designers, a live broadcast with DJ Fresh and the Fresh Drive and numerous celebrity appearances, as a build up to race day. Other major events include the Gateway to Fame talent search, the Justin Bieber G'evolution Teen Club and the Living the Dream holiday campaign in December.

Doug Mayne, Lifestyle's Deputy MD says, "As a top priority we gear our marketing strategies in line with the shopper psyche with an acute understanding of their interests and needs. Through this approach we understand how to engage the youth and families, and keep them coming back. Needless to say we're thrilled that our marketing solutions have contributed to being nominated as the best of breed in the industry."

Adrian Raw, centre manager of Gateway Theatre of Shopping says, "Winning this award for the seventh consecutive year is indicative of Gateway's continued popularity amongst the country's youth. With our recently launched Teen Club, G'evolution, we aim to provide the youth market with a wider variety of entertainment and retail offerings and enhance our ranking as market leaders. "

Founded in 1996, Primedia Lifestyle delivers fully integrated marketing solutions to over 50 shopping centres nationwide - from Convenience Centres to Super Regionals. Lifestyle's pedigree in results driven marketing has secured it numerous accolades including one Gold and three Silver ICSC Maxi Awards, 120 SACSC Footprint Awards including four Grand Prix's, as well as four Silver Solal Awards and 22 Solal nominations.

Gateway is the largest entertainment and shopping centre in the Southern Hemisphere and the soon to be launched Gateway Hotel will add to Gateway's attractions.

Prepared by:
Owlhurst Communications
Charlene Dennis
Account Director
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