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The City is using shopping malls to boost excitement for the World Cup, as well as share information with its citizens on planned safety measures during the tournament.
WITH the 2010 FIFA World Cup™ drawing closer by the day, the City is raising the hype by hooking in shopping malls to market the football competition.
Mascots will be on hand to entertain children
On weekends from 13 March to 2 May, mall activation campaigns will be held at various shopping centres around Joburg. The programmes will start at 10am and run until 3pm on each weekend at each mall.
The objectives are to project Johannesburg as a proud host and to impart critical information on public and spectator safety during the games. The target is young people, adults and children, according to Lorraine Mokgobi, the City's deputy director of marketing.
"The benefit of such an event will be a collaborated participation by the City's departments, intensified marketing efforts, increased publicity and profiling for the City and media coverage," she says.
Seven shopping centres will take part:
- Maponya Mall in Klipspruit on 13 and 14 March;
- Alexandra Mall on 27 and 28 March;
- Cresta Mall on 10 and 11 April;
- Carlton Centre on 17 and 18 April;
- Trade Route Mall on 24 and 25 April; and
- Cedar Square on 1 and 2 May.
Mokgobi says all the events will be professional and uniform and will "ensure the public safety statement is heard".
There will be competitions on a mini-soccer pitch and giveaways such T-shirts, water bottles and badges, among other items. There will be a 20-minute puppet show every two hours, covering messages of spectator and customer safety, and a performance by emergency management services' K9 unit.
Radio advertisements about the mall days will be flighted on Kaya FM and YFM; there will also be advertisements in selected Caxton newspapers.
At the events, mascots will invite the public to visit the exhibition area after each puppet show. The audience will be asked questions and will be able to win great prizes and children and adults will be encouraged to play mini-soccer.
The mall activation events are being run by the City's Marketing Department in collaboration with the emergency management services and the metro police.
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