Sandton City has announced that it has taken its marketing to the next level with a new campaign that celebrates the most iconic players in beauty, athleisure and luxury. Titled 'Next Icons of Style', the campaign celebrates brands in the shopping centre that are either new to the centre or have recently revamped or enhanced their product offering.
According to the shopping centre, the campaign also aims to bring its sparkle closer to its trend-savvy shoppers.
The eight-week 'Next Icons of Style' campaign blends local and international brand stories, innovative communications and in-store offers to enable shoppers to fall in love with the centre's iconic brand experiences while conveying the gravitas of each brand, says the shopping centre.
Combining these three elements provides a triple win for the centre, tenants and consumers. True to Sandton City's brand promise, every touch point of the campaign has been strategically crafted to deliver an exquisite experience, so as to reflect the centre's unique selling proposition that many of these offers or brands simply can't be purchased anywhere else in the country, adds Sandton City.
The campaign's digital communications will feature the faces behind the iconic participating brands, showcasing what makes each particular brand unique and how the Sandton City store specifically incorporates creative flair and innovation — enabling consumers to get to know the brand more deeply. Each brand has a feature period of one week, during which shoppers get to be immersed in the participating brand — each providing a unique customer journey, the shopping centre says.
Individuals are encouraged to watch Sandy Ralekholela, Store Manager at ARC, discussing the iconic Sandton City in-store experience here.
Participating brands in the beauty category of the campaign include NARS and ARC. In the athleisure category, Burnt, New Balance, Puma, The North Face and Under Armour Icon Brand House are being featured. IWC, Bally, Maxhosa and TSHEPO are being showcased in the luxury category, says Sandton City.
Individuals are encouraged to watch Marco Louis, the Resident Senior Artist at NARS Cosmetics, share what makes the brand iconic here.
In addition to above-the-line advertising, digital communications, PR and the promotional layer of activities, the 'The Next Icons of Style' campaign will be amplified by Sandton City's handpicked 'friends of the brand' content creators on social media. Each influencer has been paired with a category to create unique, authentic content that resonates with followers in an engaging way, according to the shopping centre.
"After considerable planning and preparation, we are thrilled to launch the 'Next Icons of Style' campaign, showcasing the brilliance and innovation of our centre's brands," says Sandton City's General Manager and Asset Management Executive Dimitri Kokinos.
"This initiative reflects Sandton City's commitment to offering a distinct, world-class retail experience where every visit reveals something extraordinary. We can't wait to bring our style-conscious shoppers closer to the icons of fashion, beauty and athleisure, all within our halls," Kokinos concludes.
For more information, visit www.sandtoncity.com. You can also follow Sandton City on Facebook, X, or on Instagram.
*Image courtesy of contributor