We have to mention here that promotion for the unveiling of the Manda Hill mall has been a tad disappointing with no more than an outdoor, radio and sprinkling of press releases here and there. As one of the hotly anticipated retail launches this country has seen in a while, we'd have thought a much more robust approach would have been used. Festive season is no time to muck about with consumers but its probably expected that Lusaka consumers will flock to the mall regardless.
Wonder how this pans out for Arcades Shopping Centre. Well,the rational approach for Arcades would be to leave it to Beaver and let Arcades maintain its feel as a 'natural' shopping centre with its Sunday market, Christmas and special events at the centre of the mall.
Anyway, on the back of the unveiling of the mall, we pitched a launch gambit to a new tenant at Manda Hill on Thursday last week. After impressing in a 5-minute pitch, we were asked to deliver a multi-layered campaign to engage fashion-focused consumers, handling media relations and a launch event to support the official opening of the store.
Wonder how this pans out for Arcades Shopping Centre. Well,the rational approach for Arcades would be to leave it to Beaver and let Arcades maintain its feel as a 'natural' shopping centre with its Sunday market, Christmas and special events at the centre of the mall.
Anyway, on the back of the unveiling of the mall, we pitched a launch gambit to a new tenant at Manda Hill on Thursday last week. After impressing in a 5-minute pitch, we were asked to deliver a multi-layered campaign to engage fashion-focused consumers, handling media relations and a launch event to support the official opening of the store.
KPRC has lined up some delicious ideas that will generate traffic into the store on the opening weekend. We're confident this won't be replicated in any other store as we're all about pushing the envelope.
We'll focus on hyping the brand’s current reputation for excitement and urban fashion, with a PR-led integrated campaign, including the event, media relations and social media output. We've also been engaged to audit the brand, which means toying around with the logo - its something we're looking forward to.
The brand, a local outlet offering international fashion apparel and accessories, focuses on urban fashion by keeping the store stocked with fresh merchandise brought in weekly.
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