Areas and Places

Primedia Lifestyle Marketing Services signs Watercrest Mall

Primedia Unlimited’s shopper marketing specialists Primedia Lifestyle Marketing Services has been named the onsite marketing services provider to Watercrest Mall, situated in the upper highway region of Durban.

“Essentially, our team will ensure that measurable KPI’s (Key Performance Indicators) are achieved and that we continuously work towards obtaining a sustainable return on investment for the landlord’s marketing budget,” says Michelle Shelley, Portfolio Manager for Primedia Lifestyle Marketing Services. “We are establishing this new brand from scratch so while it’s very exciting, we also need to ensure that the vision of the owners is showcased through all customer touch points.”

Primedia Lifestyle Marketing Services won the contract on the back of a deep understanding of the centre’s immediate and secondary catchment areas. “We made a concerted effort to understand the vision and business objectives of the owners which we believe gave us a competitive edge to bring the account home,” she says. “We’re excited to continue elevating the brand of this R700mil development which is the brainchild of local family property business The Rowles Group and JSE listed property fund Acucap.”

Watercrest Mall brings its shoppers all that is good about city life, right into the country. The mall is earmarked to be a serious player in Durban’s retail sector with primary trade emanating from around 30,000 households within the Kloof, Hillcrest, Bothas Hill, Waterfall, Assegay and Pinetown regions.

The 45,000sqm complex has been welcomed with open arms, as it will cater for many of the community’s retail needs. Anchored by Super Spar, Checkers, Dischem, Woolworths, Game and Edgars, the centre’s well-planned tenant mix features most of the big national players, some unique line store offerings, the addition of a food court and opening of Ster Kinekor movie theatres, mid June. The centre has been fully let by RVN Properties with around 120 stores on offer.

Over 200km’s of rebar, enough concrete to recreate the runway at O.R. Tambo, bricks that could build a 5m high wall around Robin Island and over half a million tons of structural steel, which is the take-off weight of an A380 airbus are the physical cornerstones that make up this gentle giant that is Watercrest Mall.