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Business Day goes to the malls

7 Jan 2011

Business Day has appointed Primall Media to execute a mall advertising campaign to reach its readers in a call to action amongst LSM 9-10 shoppers in Gateway Shopping Centre, Hyde Park, Menlyn Park, Nelson Mandela Square, Rosebank Mall, Sandton City and the V&A Waterfront.

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The publication's latest campaign is entitled 'Keep Up', playing on the premise that the paper provides insightful commercial and financial news that enables its readers to keep up with the ever-changing economy and business environment on a daily basis.

With the creative and media planning expertise of Blackfuse, the two-month campaign sees the publication advertised on parkade billboards and branded escalators at the selected centres, using environment-specific messages such as 'Marketing Trends Change Daily. Keep Up' on escalators and 'Motor Industry Changes Daily.

Lee Curtis, executive head of sales and marketing at Primall says, "The positioning campaign challenges the market and then resolves the challenge by telling consumers where to get a copy of the publication. We're excited to see print titles realising the potential of advertising in the retail mile."