Malls roped in on safety drive

Tuesday, March 9, 2010

Johannesburg - With the 2010 FIFA World Cup drawing closer, the City of Joburg is raising the hype by hooking in shopping malls to market the football competition.

On weekends from 6 March to 2 May, mall activation campaigns will be held at various shopping centres around the City, reports

The programmes, which will start at 10am and run until 3pm on each weekend, aim 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, said 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," she said.

Seven shopping centres will take part, including Cedar Square in Fourways on 1-2 May; Cresta Shopping Centre in Cresta on 10-11 April; Maponya Mall in Klipspruit on 13-14 March and Southgate Mall in Southgate on 6-7 March.

The Pan Africa Shopping Centre in Alexandra will also take part on 27- 28 March; Carlton Centre in the CBD on 17- 18 April and Trade Route Mall in Lenasia on 24- 25 April.

There will be competitions on a mini-soccer pitch and giveaways such T-shirts, water bottles and badges, among other items.

There will also 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.