Mall Ads has once again reinforced its position as South Africa’s leaders in the non-GLA (gross lettable area) space and the industry’s innovators, with an expo concept that drove increased footfall and ultimately more revenue for the client in question.
The client was SA Corporate Real Estate and the property, the Bluff Towers Shopping Centre south of Durban, with the Mall Ads sales team conceptualising a three-day bridal exhibition in the mall’s food court , in a bid to generate additional income for SA Corporate Real Estate by effectively utilising non-GLA space.
Mall Ads also played a proactive role in procuring exhibitors, with the campaign encouraging young, engaged couples to visit the expo stands and gather general information on wedding suppliers.
Not only were these couples encouraged, but also incentivised, with those spending at least R200 at any Bluff Towers store standing a chance to win R100 000 worth of prizes towards their wedding. These prizes included: four suits sponsored by Game Changers; a wedding cake sponsored by Lira Bakes/Luxury Lifestyle Events and Décor; R75 000 worth of decor and venue sponsored by FunctionCorp; and his and hers wedding bands set by Natal Wholesale Jewellers.
“This was a great example of how Mall Ads was able to utilise existing non-GLA space and turn it into a revenue generator for the client,” says Bonga Sibisi, Mall Ads Account Manager. “It’s this sort of innovation that sets Mall Ads apart from its competitors and appeals to landlords who want to fully maximise the revenue opportunities their asset offers.”
Mall Ads is in the process of completing a full programme of expos in 2019, as it looks to leverage this marketing tool in a space that it has built its reputation and expertise in, and deliver results for landlords and exhibitors.