PMG delivers a fresh new look for Kelston Mall
27 February 2018
Whilst PMG’s diversified fund, Pacific Property Fund Limited’s acquisition of Kelston Mall didn’t officially settle until the 14th of December, PMG knew that good Christmas trade was essential for the Mall’s retailers.
To ensure no interruption to trade and help kick PMG’s management of the mall off with a bang, permission was sought from the incumbent manager to engage with retailers early and get things off the ground from 1 December.
The promotion’s objectives were to increase foot-traffic through frequency of visits, gather valuable research from the community, and build a database from which to base future promotions.
“In a very short space of time we workedin with the Mall’s retailers and launched an effective Christmas “Shop to Win” promotion. It was the first time the mall had run a promotion of this type, and after just one week we had to print another 10,000 entry forms as interest in the promotion generated so much demand from the community”, explains Associate Property Manager, Frances Mitchell.
Being the new owners and managers of the mall, engagement with the community and retailers was paramount. “We have found the support and feedback from the Christmas promotion to be outstanding from the retailers, including Countdown, one of our anchor tenants,” adds Frances.
The promotion was a team effort, with Chris from Kelston Pharmacy pitching in to collect competition entries, and helping to coordinate members of the community and staff to feature in the new branding.
As part of the brand revamp of the Mall, PMG set out to freshen-up the look and feel of a shoppers’ visit to Kelston Mall, through signage and have also created a new website and Facebook page. Signwise pulled out all the stops to print and install the signage throughout, including banners, posters and a Christmas entry booth.
Visit www.kelstonmall.co.nz to get a feel for what the team have achieved in such a short amount of time.