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.

Facelift for a mall? Panorama had one with iMedia

At some point, you have flicked through television channels and come across a makeover show. A nip here, a tuck there. A needle being inserted into a patient’s forehead with the promise of smoother, younger looking skin. A fold, a cut, a transplant. Anything and everything to attempt to look and feel younger. What could the harm be in freshening up your image? Re-launching the new you? These days, in fact, it’s probably vital!

So why shouldn’t a shopping centre consider a nip and tuck? But not merely a lick of paint and polly filler, an actual media makeover. A personality transplant. An iMedia facelift.

Property Media Managers, iMedia, performed a complete media facelift on Panorama Shopping Centre, Mulbarton, South of Johannesburg.

A neighbourhood strip mall catering for the convenience of Mulbarton’s LSM 8-10 residents, Panorama has been expanded to include 45 stores, 580 parking bays and room for an iMedia Media Makeover on the centre’s 9 477m² of Gross Lettable Area (GLA).

iMedia approached the facelift of Panorama both inside – “personality” and out -  “appearance”. To begin with, the centre’s logo, look and feel were redesigned, injecting Panorama with a younger, more contemporary personality. The fresh looking Corporate Identity was then married up with Panorama’s communication which includes monthly newsletters and a website. In managing Panorama’s communication, iMedia is able to build the centre’s shopper database, allowing for regular communication between Centre Management, tenants and patrons.

iMedia also manages the sales, design and advertisements for the centre. The company further implemented the centre’s audio station and continue to manage its air time.

Part of the advertising solutions at Panorama includes signage, directional signage as well as parking pole and billboard advertising. The billboard on the corner of Kliprivier Drive boldly announces Panorama’s presence, attracting new clientele and greatly increasing footfall to the centre. Flag pole adverts are used too, adding to Panorama’s brand new personality and creating an association between brand, mall and patron. All platforms are managed by iMedia. 

The stores at Panorama have also undergone facelifts, including the extension of Mugg & Bean resulting in the popular eatery doubling in size. KTM Factory Racing have undergone a revamp too. With Pick n Pay, Liquor City and Mugg & Bean making use of iMedia’s design studio and using the centre’s advertising platforms through iMedia’s management, they are not only increasing brand value for their respective stores, but for Panorama Shopping Centre. Overall Panorama exudes a feeling of relaxation, comfort and homeliness.

Further improvements to the centre scheduled to be complete early 2011, include extensions to the parking area, adding an additional 100 parking bays for tenants, an impressive addition of 900m² to the centre’s office area and a further 400m² being added to Pick n Pay allowing for the insertion of various new departments. Liquor City is expected to be tripled in size allowing for a hyper liquor feel.

iMedia have created an attractive shopping experience for visitors to the centre and an increased revenue for Panorama.

CLEVER!