iMedia makes waves with HARBOUR at BEDFORD

Harbour Restaurant has been a part of Bedford’s tenant mix for 15 years. In 2009 the Mediterranean eatery was taken over by a family from their uncle and infused with a facelift fit for Neptune.

The discussion for this advertorial took place at Harbour, with the restaurant’s anchor and co-owner, Smaragda Demetriou who navigated us through Harbour’s makeover. Smags, as she is fondly known, gives much credit to her brother-in-law and co-owner, Georgios Maragkos who captains Harbour.

Not only does George – as he is known to customers – enjoy being front of house and interacting with guests, he is the restaurant’s head chef and is mostly found in the cabin (kitchen, that is) putting his superior 5 star tourist college and 6 star hotel training to amazing use serving up delectable square meals that can only be classed as first rate.

Harbour’s revamp in order to remain on course with international culinary and restaurant trends is progressive and impressive. The interior underwent renovations with further upgrades being mapped out. By and large guests can now enjoy their meals in an elegant, chic setting surrounded by remarkable fish tanks. The restaurant proudly boasts space to hold corporate and social functions and as an incentive provide free cocktails to function attendees.

A ship is incomplete without a deck, which was built onto the restaurant to accommodate up to 160 guests and sports calming water features and ambient background melodies. Relaxing on the deck, one almost expects a flock of seagulls to sail overhead and a lighthouse to boom not far off - all while sitting at Bedford Centre!

Not only has Harbour’s refurbishment been physical, but with the expertise and creativity of Matlou Tsotetsi and her marketing company, Cupcake Advertising and Marketing at the helm, the restaurant’s look and feel underwent an image change with the likes of rebranding the logo, updating the website and freshening up signage. Explains Matlou, “my involvement with Harbour was to contribute to a fresh look and feel and re-positioning of the brand. Together with client we looked at what the brand represents and how to evolve it to greater heights. From these discussions we then came up with the new slogan – Harbour ... oceans of choice. In addition to this we did a shoot of the delectable food that is on offer that we use in the new campaign.” 

On her experience with the Harbour family, Matlou comments: “It’s been an incredible experience. Although the business is family run, I dealt with Smags all the time. This was great because I dealt with a client who knew her brand intimately and what the business objectives are. They deliver what they say they will when they say they will.”

Harbour, in a joint venture with Three Tsar Vodka and Rousos Sloe, are making sure that their presence is felt at Bedford by advertising through the Centre. To do so, Harbour has made use of iMedia, a Property Media company. With the use of scrollers, a billboard and numerous way finds situated around the mall, Harbour will be announcing their partnership with Rousos and their sundowners on the deck that will offer customers “buy 1 get 1 free” cocktails, Sundays – Thursdays between 16:30 and 18:30. Comments the Three Tsar Vodka Company and Rousos Sloe: “we are very excited about our association with the Harbour Restaurant, and we cannot overstate that enough. The relaxed atmosphere, while retaining a magical sense of sophistication provides a perfect venue for Rousos Sloe to be enjoyed.”

Uniquely (and most enticingly) the restaurant proudly offers delectable wines and champagnes by the glass. The restaurant is currently in the process of streamlining their menu and as they do so, they are offering 50% off everything on the menu on Mondays and Tuesdays, excluding drinks. Also to be noted is the fact that Harbour sell fresh fish to take home.

There are many more plans in the offing for Harbour but they’re not ready to let the cat out of the bag just yet!

Communicate Vertically!

BEDFORD’S VERTICAL COMMUNICATION

During its reformation in 2008, Bedford Centre desired a company who could effectively manage their common area space, their media and their communication. Bedford wanted a media management company who would communicate the centre’s identity of understated elegance and sophistication. A company who’d be able to drive and reinforce “effortlessly chic”. iMedia was appointed for the task.

Bedford, a regional Shopping Centre located in Bedfordview, Johannesburg, boasts 62 000m² retail space and 24 105m² office space, 180 shops, an LSM of 8 – 10 as well as an impressive footfall of approximately 850 000 per month. So there is a great deal of vertical space to manage and in which to provide classy, sophisticated and chic media and communication.

iMedia was heavily involved in the creation of vertical communication for the Centre. Not only did their in-house design team provide enticing visuals for shop front vinyls, striking billboard facades and other creative forms of mall media to launch the “new, effortlessly chic Bedford,” the company also developed and positioned 20 Touch Screens in the centre ensuring landlord, tenant and customer interaction. The Touch Screens are also used as an advertising medium.

iMedia has further created other innovative advertising solutions at Bedford, such as the glass showcase cube used as a vehicle display; the glass plinths for tenants to create enticing displays of their products and various large format advertising platforms.

Communication is of the utmost importance in the mall industry. For this reason, iMedia works closely with the mall’s marketing department to make sure that the Bedford brand’s essence is seen, heard, acknowledged and remembered. The company also manage the in-centre audio system, the mall’s website as well as bulk communication like newsletters and SMS’s. Even during the 2010 SWC, iMedia made sure that the Bedford brand became a part of the iconic event by creating and flighting an AV advertisement at various Fan Fests and also managing a Fan Fest campaign at the centre.

The management of promotional space incorporated with vertical communication at the mall has had great impact on shoppers and indeed for advertisers as they encourage brand recognition and interaction. Bedford has 14 courts and there have been a number of novel activations ranging from vehicle displays to cosmetics promotions and even a Pick n Pay cooking demonstration.

iMedia make sure that all platforms are not only managed in a way that fits in with Bedford’s “urban chic” personality, but also ensure that maintenance and upkeep of all platforms are of an exceptionally high standard.

iMedia offer complete media management solutions that deliver increased and sustainable revenue. By applying their expertise, insight and practical experience, they are also able to provide a consultation service to landlords. Part of their ethos is the understanding of the mall industry and the changing needs of customers and therefore they strive to help landlords, tenants and advertisers evolve to meet with their objectives.

iMedia continues to add value to Bedford Centre by unequivocally managing Bedford’s vertical communication.

ACTIVATIONS WITH JAGUAR BEDFORVIEW SET NEW PRECEDENT

Activations don’t only take up space in the hope of bringing in a bit of revenue for Landlords. They in fact permit shoppers to engage with a product when they have spare time and are in a spending frame of mind. 

The consumer is encouraged to get closer to the brand and seek further information regarding the product without being pressured to make a purchase. Their curiosity and access to favourable information can ultimately lead to a desire to own the product and hence increase product sales – as has been the case for Jaguar Bedfordview.

Activations allow advertisers the opportunity to produce avant-garde displays that go a long way in building their brand and creating memorable experiences within Shopping Centres. This is what Property Media Managers, iMedia, have created for the breathtaking Jaguar.

iMedia recently created an innovative Activation that not only engages shoppers with the product, but powerfully promotes the product brand. The glass cube –situated at Johannesburg’s Bedford Centre - proudly displays a Jaguar in all its grandeur. Shoppers have the opportunity to view the vehicle from all angles in the illuminated cube at their leisure. The display has caused much hype and has become an impressive encounter for shoppers, enhancing the Jaguar Bedfordview brand.

Activations provide an impactful and fundamental form of mall communications and are an integral part of iMedia’s expertise.