ABOUT

BRIEF:
Sandton City & Nelson Mandela Square, Africa's most prestigious luxury shopping destination, had just completed a R1.77 billion refurbishment and expansion project, including the addition of the Protea Court, an additional 30 000m² retail space and an interior upgrade of the entire centre. A dynamic positioning was needed to launch the new centre and reinforce its position as the go-to destination.

SOLUTION:
With Sandton City being a long-standing household name, it made sense to position the precinct as a city in its own right. 'Come to the City' is an invitation that takes direction from the archetypal city as a representation of the hub of civilisation, the place of plenty, and the centre where people live, shop, work, play, meet and share.
An integrated brand campaign was launched across multiple channels:
OOH: Dedicated spectaculars, hoardings and street poles on the busy roads around The City.
IN MALL: Dedicated light boxes and digital interactive displays throughout The City.
DIGITAL: Multiple assets on website and social media platforms: Facebook, Twitter, Instagram.​
PRINT: DPS and FP in selected publications.

'Come to the City' is much more than an invitation, it evolves to serve Sandton City and Nelson Mandela Square on all levels. The City's wider offering is aligned with the concept. In this way, lines such as 'Shop in the City' drives the shoppers experience, 'Dine in the City' entices the discerning, 'Shows in the City' showcases the theatre, and 'Work in the City' sells office space.