Primedia Unlimited's Shopping Centre Marketing Consultancy, Primedia Lifestyle, has won two Silver Awards at the prestigious 2011 European Solal Marketing Awards, held in Istanbul last week. Its national WAGS campaign, entered in the Sales Promotion and Events category, and its Cavendish Square Football, won silver as did its Fashion and Fine Art Campaign, entered in the Public Relations category.

The WAGS campaign took its lead from the spending power of footballer's WAGS (wives and girlfriends) as the catalyst for the campaign, spanning six malls. The marketing teams from Cavendish Square, Gateway Theatre of Shopping, Menlyn Park, The Zone@Rosebank, Riverside Mall and Vincent Park executed the campaign. The Cavendish Football, Fashion and Fine Art campaign consisted of an event, communications and media strategy seeking to attract local and international visitors to the centre, with specific focus on the 2010 FIFA World Cup, Nelson Mandela Day and the fashion surrounding these events.

Campaigns entered into the Solal Awards are assessed against quantifiable objectives including building brand awareness, increased turnover, added value for shoppers, increased foot count, sponsorships, database recruitments and PR generated for each campaign.