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Advertising through property portfolio

Posted On Thursday, 07 June 2001 02:00 Published by
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MAJOR advertisers and their agencies can now plan a national campaign embracing a 400-building portfolio managed by Old Mutual Properties.

MAJOR advertisers and their agencies can now plan a national campaign embracing a 400-building portfolio managed by Old Mutual Properties.

A media division established by Old Mutual Properties will assist advertisers to take advantage of what the retail, industrial and commercial buildings offer through indoor, outdoor or special retail positions.

The division was established on the back of growing demand for outdoor and new-channel advertising, says Andrew Weinberg, new ventures manager for Old Mutual Properties. He heads a team of concept engineers whose task is to look at new ideas and add value to what Old Mutual Properties has to offer in the world of retail, commercial and industrial real estate.

"The demand for outdoor advertising is becoming greater, " says Simon Wall, concept engineer responsible for the project. "Last year, R327 m was spent on outdoor advertising, an increase of 30,4 %, which is way above the total adspend increase of 11 %.

"Our portfolio offers our tenants and other advertisers unusual and effective opportunities to get their message across to dedicated or general target markets.

"Shopping centres, in particular, are a valuable channel," says Wall. "Our centres attract 50 million shopping visitors a year. We offer retail positions including booms, billboards, washroom areas and plasma screens. Content on these screens can be packaged to centres countrywide through a digital network.

"Music and fashion video clips can be interspersed with advertisements specific to tenants, national and local brands and retailers generally. Agencies can plan a campaign around what Old Mutual Properties has to offer. They can target customers right through until the final purchase decision is made. Campaigns could start with outdoor advertising which may be on remote sites and link to the actual retail locations via the parking areas, along the malls right to the store itself.

"This is the first time that such a comprehensive opportunity is being made available to manufacturers and distributors of products to promote their products in malls independently of the retailers themselves. "Of course," says Wall, "the system also allows retailers the opportunity to enhance their exposure."

Andrew Weinberg says the R1,4bn Gateway shopping and leisure complex opening in September at Umhlanga will see the launch of the most exciting concepts.

"Gateway's bold focus on entertainment combined with retail is a superb vehicle for advertisers. It features leisure attractions that will draw specific market segments - from a standing wave and climbing wall to a skate park and basketball court - as well as carefully zoned entertainment, restaurant and shopping areas to appeal to convenience and aspirational shoppers.

"Concepts introduced at Gateway will also be rolled out in Menlyn Park Shopping Centre in Pretoria and Cavendish Square in Cape Town, two enormously successful centres managed by Old Mutual Properties." In Johannesburg's CBD, where an Old Mutual Properties' team is helping to revitalise the area and bring tenants back to the city centre, graphics - with advertisements - are being developed to upgrade building exteriors and enliven the environment.

Weinberg says Old Mutual Properties' new media division will assist companies structure a media and advertising campaign.

"At present, we are assessing proposals for two commercial sites in Cape Town."

Weinberg says other new ventures include the launching of a magazine for shoppers.

"We are also identifying barrow sites in shopping centres to bring unusual merchandise to the centres, complementing what is already on offer."

Publisher: Cape Business News
Source: Cape Business News
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