MARKETING MANUAL 2020 - Hyde Park Corner
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M A R K E T I N G M A N UA L 2 0 2 0
H E R I TAG E
The suburb of Hyde Park in Johannesburg Through this process, the centre has matured
is named after London’s esteemed from the trendsetter that it was in 1969 to the
Hyde Park area, and enjoys the same definitive standard for fashion-conscious
associations of prestige as its London boutique shopping that it is today.
counterpart.
Light, spacious and welcoming, the
Hyde Park was declared a residential area centre’s rich legacy and timeless European
in 1955, and has since become home to the elegance remains a huge draw card for
top echelons of South African society. Its local and international visitors. The recent
tree-lined streets and multi-acre estates with opening of the Cortina Fashion Court at
large and luxurious historic homes live Hyde Park Corner bears testimony to its
side-by-side with their more modern flair for securing a distinguished blend of
security estate neighbours. exclusive international fashion icons and
further advances its prestigious reputation.
Hyde Park Corner was the first fully
enclosed decentralised shopping centre Hyde Park Corner is the quintessential
in South Africa when it opened in 1969. ‘destination centre’ for discerning
In this sense, it is the Grande Dame of shoppers, housing more luxury brands than
South African retail. Yet, Hyde Park Corner anywhere else in Africa. In this sense it is
has since evolved - through a series of not only Johannesburg’s foremost
considered updates - to consistently meet international brand destination, but Africa’s
the aspirations of the modern high-end centre of luxury.
shopper, whilst sustaining its renowned
understated sophistication.
C E N T R E I N F O R M AT I O N
Hyde Park Corner is owned and managed by Hyprop Investments Limited,
South Africa’s largest listed specialised shopping centre fund. The property
portfolio includes 11 prime shopping centres over 720 600m2 of lettable area,
classified as regional, large-regional, super-regional and lifestyle.
Total Centre 39 087.50m2
Retail GLA 28 582m2
Total Turnover (2017): R1 227 975 229
Spend per head (2017): R268
Average Trading Density (2017): R4 059 per m² per month
Parking Bays 1730
Footfall (Jan – Dec 2017): 4 577 889
Anchor Tenants Clicks (801m2)
Dion Wired (1 097m2)
Pick n Pay (4 343m2)
Woolworths (2 800m2)
Entertainment NuMetro (3 101m2)
8 SceneVIP, 1 4DX Cinema
Office GLA 10 271.74m2 (Inclusive of Events Venue)
Office tenants 83
Tenant Mix Law Firms, doctors rooms, dentists,
Investment companies, colleges and
private equity firms
Events Venue 775m2
Trading As The Park House of Events on Seventh
Hosts Weddings, Conferences, Launches,
Markets, Festivals, Music Concerts
Hotel 132 Rooms
Trading As 4 Star Southern Sun Hyde Park Hotel
Owned and Managed Tsogo Sun
PAT RO N P RO F I L E Typically the Hyde Park Corner patron can be characterised as follows: Our target shoppers are high-net-worth individuals. The Hyde Park shopper enjoys intimate boutique shopping experience and personal interaction with store owners. Demographics: • Age 35-49 • Predominantly female • Married • Has children • LSM 8-10 (Living Standards Measure - divides the population into 10 LSM groups; 10 being the highest and 1 the lowest) • Well-educated (tertiary diploma or degree) Shopping behaviour: • The average period our customers have patronised the centre is 14 years • 70% visit the centre on a weekly or more frequent basis • The average dwell time is 1.5 hours a day • 47% favour the centre over competitors • 53% live within 10 minutes of the centre
Launch events Stores are encouraged to host launches, activations and promotional events. Should stores need to spill out into the mall, special permission needs to be granted by the Marketing Team. Please note that set-up for events need to take place outside trading hours (before 9am or after 6pm), unless special permission is granted. General news and PR Keep us up-to-date with all the latest information and press releases. When sending a copy deck it is recommended to send in an a Word or PDF document. Images are to be supplied at high resolution and no larger than 2MB. Please do not just forward us information without highlighting the pertinent and most relevant issues/offers areas that need to be communicated. Participation with centre events and activations Stores and brands are encouraged to get involved with centre events and promotions. Set up a meeting with the Marketing Team, come prepared with ideas and motivate your proposed involvement. Feedback Stores are encouraged to give constructive qualitative feedback to the Marketing Team regarding all efforts within the centre with suggestions on improvement. Crisis Management Any crisis within the store or issues regarding the brand that will have a direct impact on Hyde Park Corner in any way needs to be reported to the Marketing Team or Centre Management immediately. All communication with the media must be channelled via Centre Management or Hyde Park Corner’s PR agency.
C O N TAC T H Y D E PA R K C O R N E R
CENTRE MANAGEMENT
General Manager: Jacqui McGeehan Marketing Manager: Noma Zulu
082 770 6620 011 325 4340
noma@hydeparkcorner.co.za
Jacqui@hydeparkcorner.co.za
Operations Manager: Brett Meyers Security Office
072 835 8592 011 325 4340
brett@hydeparkcorner.co.za
Management Office
Customer Relations: Golden Serame 011 325 4340
011 325 4340
customerservice@hydeparkcorner.co.za
Exhibition Sales: Lerato Seku
lerato@hydeparkcorner.co.za
011 325 4340
SOCIAL MEDIA GUIDELINES
www.hydeparkcorner.co.za hpchydepark hydeparkc hydeparkcorner
Social Media Tips and Image Sizing Requirements
With the ever-growing need to have a strong social media presence for your business and
interactive and best represent you. Along with the mobile revolution, the demand for
social networking has become a necessity to stay current and keep up with the times.
Staying relevant is key, but it is important not to over-post on any platform. Hyde Park
Corner uses the retail rule of thumb for the 3 main social channels: 3-5 Facebook posts
per week; 5-7 Instagram posts per week, 1 tweet per day. Should you wish to feature your
store or any of your products, please email the image, professionally styled/curated along
with relevant text to: marketing@hydeparkcorner.co.za. Please note the image must not
include text.
SOCIAL MEDIA GUIDELINES
TWITTER IMAGE SIZING
Profile Photo: 400 x 400 pixels (a maximum 2MB file size). It is often said that the “first
impression is the last impression!” Your Twitter profile picture is your main identification mark
that will be visible to everyone. It will be visible on your home page and on the Twitter stream.
It represents you or your brand and the image should be of the highest quality.
Header Photo: 1 500 x 500 pixels (a maximum 10MB file size). You can use an eye-catching,
creative image for your header photo on your profile page. As a business, your Twitter page
header photo should be in line with your logo, tagline and brand.
In-stream Photo: 600 x 336 pixels (a maximum 5 MB file size for photos and 3 MB file size for
animated gifs) You can post up to four pictures along with your tweets on this platform. For
every in-stream picture, an image link is created which takes up the Twitter character space. You
simply need to maintain the 2:1 ratio of the images which can be reduced to a smaller version to
effectively fit your follower’s stream.
FACEBOOK IMAGE SIZING
Cover Photo: 820 x 312 pixels (a preferred maximum file size of 100 KB). You can edit and add
creative images as your cover photo that represents you or your business in the correct sense.
Profile Picture: 360 x 360 pixels. Unlike the cover photo, which only appears on your Facebook
page, your Facebook profile picture will be seen on your page, on posts you comment on, on the
timelines of others where you post messages, in search results of Facebook’s Open Graph and so
on. In short, it represents you at most places on the largest social networking platform.
Shared Image: 1 200 x 630 pixels. You can engage your friends or business followers in
meaningful conversations by sharing captivating images on your Facebook timeline. These will
appear in the newsfeeds of your friends and followers. Remember your post will be penalized if
the image contains more than 20% text.
INSTAGRAM IMAGE SIZING
Profile Picture: 110 x 110 pixels. Photo Size: 1080 x 1080 pixels. Photo Thumbnails: 161 x 161 pixels
For all types of Instagram images you need to maintain an aspect ratio of 1:1. So, all your images
will appear in square dimensions. You need to take special care with the image quality because
limited text content is shared on this platform. It is all about the visuals.
BRAND GUIDELINES
BRAND GUIDELINES
OUR BRAND
Our logo, together with the visual look of communication, and the tone of voice we use,
creates our brand image.
Delivering the same quality on each occassion with the customer is very important, and
following these guidelines will ensure the continued success of Hyde Park Corner.
OUR LOGO
Our wordmark contains three words, CLEAR SPACE
set in a unique, custom lettertype.
This cannot be recreated and the
original files should always be used
to ensure consistency.
A clear space around the logo is MINIMUM SIZE
required in all cases, to ensure it
stands out, and that it remains 40mm
visually attractive.
The minimum size to use the logo is
40mm in length, to ensure legibility.
It can only appear in black, or white.
COLOURS
No other colours are allowed, unless
approved by Marketing. Use white on dark colours
Use black on white coloursBRAND GUIDELINES CO-BRANDING Hyde Park Corner is always visually equal/larger, with clear space applied, and using one colour logos. Please Note: The Hyde Park Corner Marketing Team need to approve any use of the Hyde Park Corner logo.
EXHIBITION S PAC E S
E X H I B I T I O N B O O K I N G S & R E G U L AT I O N S A written proposal must be submitted detailing the following to: Riegardt Marais (Riegardt@hyprop.co.za) THE CONCEPT: - Promotional content, visual content, proposed floor plan and pictures of any previous promotions - Date requested (weekly hiring periods runs from a Tuesday to Monday) - There is height restriction of 1.5m and all display collateral needs to take this into consideration - The manning hours of the display - Security requirements - Setup and breakdown dates and times Proposals not detailing the above information will not be considered. PLEASE NOTE All costs exclude VAT, security, parking & cleaning. No setup will be allowed without a Hyprop Exhibition Contract being concluded between the exhibitor & landlord. EXHIBITION QUALIFICATION CRITERIA Categories of exhibitors automatically excluded: - Any competitors to Hyde Park Corner. - Any promotion that contains images or names of direct competitors of Hyde Park Corner and/or its tenants. - Any promotion from Adult Entertainment companies. - Any promotion that, in the sole opinion of Hyde Park Corner is perceived to be defamatory/insulting or offensive in nature. - Any promotion with political, racial or religious overtones. - Any unpatriotic anti-South African Promotions. - Any gambling or any gaming-related organisations. - Any promotion that in the sole opinion of Hyde Park Corner may be seen to be undermining any tenant, or the Hyde Park Corner brand. PLEASE NOTE Hyde Park Corner has sole discretion to approve promotional proposals and its decision shall be final.
E X H I B I T I O N B O O K I N G S & R E G U L AT I O N S
The following rules are instituted to ensure that the image of the promoter and the
execution of the promotion conform to Hyde Park Corner’s standards and regulations.
All promotions are subject to the approval of Hyde Park Corner Management. Please ensure
you have read the rules and regulations in the Hyprop Exhibition Contract:
- The exhibitor will ensure that vehicles are brought into and taken from Hyde Park Corner
at the times as agreed to with Centre Management.
- All exhibitions must be accompanied by printed or professional quality signage
presented on a stand. No double sided tape and stickers are to be used. No handwritten
signage is permitted. Display material, banners and/or posters may not be stuck on
pillars, walls or trees. No pull-up banners permitted.
- The signage should be of such a standard that there is no doubt as to the current
exhibitor’s identity, or in the case of a tenant exhibition, where the shop is situated in the
Hyde Park Corner and what products/services it has to offer.
- Electric power points are available in most of the exhibition spaces. The Exhibitor will
not overload the electrical power supply. None of the cabling used by the Exhibitor may
be hazardous - or in any way exposed to the public.
- Direct sale transactions, payment of deposits and/or taking of orders for goods and
services will be allowed in the exhibition space, provided that any petty cash boxes and
credit card machines are concealed appropriately.
- All exhibitions are subject to spot checks and inspections by Centre Management.
- Although Hyde Park Corner has an on-site security company patrolling the centre,
Security will not be held liable for any loss or damage experienced during any of the
exhibitions. Should the Exhibitor have any additional security requirements during the
duration of the exhibition, such security can be arranged at the Exhibitor’s own cost with
Hyde Park Corner Security Manager. No private security personnel will be allowed.
- The landlord reserves the right to cancel, or relocate, any exhibition and may ask any
exhibitor to change or remove any exhibition material at any time.
PLEASE NOTE
Hyde Park Corner and Hyprop Investments Limited reserves the right to amend its
Promotional Court Rules at its sole discretion and at any time.C E N T R E C O U RT
new image
DESCRIPTION:
Crabtree
r
The Centre Court is located at the heart of
the Shopping Centre. This space is the largest
activation area in the mall and the only area where
vehicles may be displayed. AREA:146m 2
Life
COST:
R31 458 + VAT per week (Tuesday to Monday)
Jenni ButtonWO O LWO RT H S C O U RT
T
Tasha ís Le Parc
DESCRIPTION:
The Woolworths Court is located on the upper
mall opposite Woolworths close to the centre’s
busiest parking entrance.
COST: Entrepo/
Socrati
Woolworths
R20 785 + VAT per week (Tuesday to Monday) m2
AREA:33m
ARE
Concierge Desk
&
Woolworths
EntranceC O RT I N A C O U RT DESCRIPTION: This court is only available on special request COST: R21 470 + VAT per week (Tuesday to Monday)
J B R I V E R S C O U RT
DESCRIPTION:
This court is located on the middle mall between JB Rivers
JB Rivers Restaurant and the escalator leading
down to the lower mall.
Samsonite Bella Luna
REA:1 2
AREA:19m
COST:
R10 110 + VAT per week (Tuesday to Monday)
CNABA N K I N G C O U RT DESCRIPTION: The banking court is located on the lower mall outside Pick ‘n Pay, ABSA and Nedbank. COST: R7 865 + VAT per week (Tuesday to Monday)
IN-CENTRE MEDIA
D I S P L AY B OX E S DESCRIPTION: Promotional display plinths are located in key areas of the centre and are used for specific activations and events. Tenants may request these for special initiatives. All display boxes need to be professionally styled.
2 A BAT H RO O M B OA R D S
SIZE 1200mm x 1800mm - This size includes 10mm bleed on all sides
FORMAT Portrait
MONTHLY RENTAL R8 980 + VAT for all 3 boards which includes:
Production, installation and rentalWO O LWO RT H S E N T R A N C E B OA R D S
SIZE 1200mm x 1800mm - This size includes 10mm bleed on all sides
FORMAT Portrait
MONTHLY RENTAL R3 270 + VAT (a week) for all 3 boards which includes:
Production, installation and rentali - P O I N TS FOR ADVERTISING ENQUIRIES PLEASE CONTACT Paul Siebert: 082 777 7505 SPECIFICATIONS: Full Screen Duration: 10/15 seconds Format: mp4 Speed: 24 frames/sec Resolution: 1080x1920px RULES TO FOLLOW WHEN CREATING ARTWORK - Apply no Actionscript to SWF files - Please ensure that the artwork has a solid background and is not transparent - Supply the correct fonts (windows) used in the artwork - Supply the brand CI document
M i n i i - P O I N TS 8 screens strategically placed in centre in lift lobby’s. Average flighting per ad will be 240 times per day. FOR ADVERTISING ENQUIRIES PLEASE CONTACT Marketing Office – 011 325 4340 SPECIFICATIONS: Full Screen Duration: 10/15 seconds Format: mp4 Speed: 24 frames/sec Resolution: 1080x1920px RULES TO FOLLOW WHEN CREATING ARTWORK - Apply no Actionscript to SWF files - Please ensure that the artwork has a solid background and is not transparent - Supply the correct fonts (windows) used in the artwork - Supply the brand CI document
B O O M A DV E RT I S I N G B OA R D S SIZE 900mm x 300mm FORMAT Landscape COST R2 250 (minimum 5 x booms) WEEKLY RENTAL 5 x Entrance Booms & 5 x Exit Booms
OUTDOOR MEDIA
JA N S M U TS B I L L B OA R D
SIZE Visual – 10550mm x 20700mm
Bleed – 10650mm x 20800mm
See diagram for more detail
FORMAT Landscape
20 800mm
10 650mmJA N S M U TS PA R K I N G FAC A D E W R A P
SIZE 31m side Visual – 4000mmx31100mm
Bleed – 4200mmx31300mm
23 m side Visual – 4000mmx22800mm
Bleed – 4200mmx23000mm
FORMAT Landscape
31 300mm 23 300mm
4 200mm
4 200mmJA N S M U TS O F F I C E TOW E R W R A P
SIZE 21 710mm x 17 670mm –
See diagram for more detail
FORMAT Portrait
6500mm 8760mm 6450mm
6500mm
6450mm
17670mm
17670mm
17670mm
8760mmW I L L I A M N I C O L / H OT E L B I L L B OA R D FOR ADVERTISING ENQUIRIES PLEASE CONTACT Stanley: stanley@hyprop.co.za Lerato: lerato@hydeparkcorner.co.za
WO O LWO RT H S E N T R A N C E B I L L B OA R D
SIZE Left side Visual – 3560mmx15400mm
Bleed – 3660mmx15500mm
Right side* Visual – 3560mmx15650mm
Bleed – 3660mmx15750mm
*NB: Note there are 3 corners on this site
1st corner is on 5000mm, 2nd corner is on 4600mm, 3rd is on 6150mm
FORMAT Landscape
15560mm 5000mm 4600mm 6150mm
3660mm
31500mmWO O LWO RT H S E N T R A N C E B I L L B OA R D
FOR ADVERTISING ENQUIRIES PLEASE CONTACT
Claudette from Wideopen: 082 602 9113
SIZE WxH: 672 x 504 pixels
Screen dimensions: 5.38m/h x 7.17m/w = 38.57m²
FORMAT Videos to be provided in .mp4 format with H.264 compression
Static images to be provided in .jpg format at 72dpiP 2 & P 4 PA R K A D E B OA R D S FOR ADVERTISING ENQUIRIES PLEASE CONTACT Stanley: stanley@hyprop.co.za Lerato: lerato@hydeparkcorner.co.za
SUPPLIERS
PREFFERED SUPPLIERS Printing: General - including Vinyl Decals & Billboards: Print Quarter: Zunaid Varachia 082 366 7666 / zuniad@printquarter.co.za Printing: Specialised Fabric Banners: The Solutions Team (TST): Janet Fletcher 082 412 6664 / janet@solteam.co.za Photography: Charles Johnstone Photography South Africa: Charles Johnstone 072 827 5912 / charlesjohnstone@mweb.co.za Social Media Topanga Digital: Kelly Swanson 078 423 0817 / kelly@topangadigital.com Artwork and Design Noma Zulu and Lerato Seku 011 325 4340 / noma@hydeparkcorner.co.za / lerato@hydeparkcorner.co.za
Corner Jan Smuts Avenue & William Nicol Drive |
Hyde Park | Johannesburg | South Africa
T. +27 11 325 4340
www.hydeparkcorner.co.za
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