The renovation of the centre is set to improve on store diversity, with special emphasis on enhancing the aesthetics and interiors. The newly revamped centre now boasts increased parking facility, an Identipark parking management system has been introduced - a first of its kind in KwaZulu-Natal as well as a brand new food court area, all developed to make the shoppers experience a more pleasant and convenient one.
Primedia Lifestyle’s marketing mandate for the Musgrave Centre includes creating a new, timeless brand marketing strategy, aligned to changes in demographic in the area and the dramatically improved tenant mix, as well as to re-launch the centre to the community and public at large.

Primedia Lifestyle MD Doug Mayne says, “Our core focus was to deliver a seamless launch campaign in conjunction with our business partners. With projects of this nature, pressure is intense and all business partners need to work together as a team with patience and calmness. It is more important than ever to manage relations with tenants.”

“We also had to remain cognisant of ensuring that new positioning, creative direction, logo and identity development matched the new centre and its vision, each step of the way,” he says.

The focus of the campaign is to highlight both the new aesthetic appeal created by the refurbishment, as well as the vastly improved tenant mix and to communicate the immense improvements that have taken place in the centre.

As the media plan is based on reach, a variety of different platforms were used. The Primedia Lifestyle team aim to win back the loyalty of some of its local shoppers.

“Re-launching a centre is not a new strategy, however I feel our approach is innovative. Instead of looking at the revamped mall as a whole, we have focussed on the extensively improved tenant mix, under the main themes of Accentuate your Style, Accentuate your Beauty and Accentuate your Lifestyle,” says Doug.

“Having an accurate Brand Guide is key. This is the brand guide which forms the basis from where promotional and marketing activity will emerge.”

All aspects of the promotional relaunch advertising including, radio, PR and social media, as well as the launch of a new glossy Musgrave Magazine, are being handled by Primedia Lifestyle and divisions Red Pixel and Media Xpress.

Revealing it’s new look to the public, Musgrave Centre houses retailers such as Woolworths, Pick ‘n Pay, Cardies, Kauai, Pentravel, Red Square, Scooters Pizza, Spec Savers, Ster Kinekor, Verimark, Wimpy and the brand new Muscle and Fitness Gym.

All negotiations with sponsors such as Pick n Pay, The Department of Arts and Culture, Pongracz, Image Insured, Velvet Sky Airlines, Signature life Hotels, were managed by Primedia Lifestyle’s onsite team. The campaign has been set to start shortly, watch this space.”