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#DestinationFourways was a strategic PR intervention to reset the narrative around South Africa’s largest super‑regional Fourways Mall. After years of negative coverage, the mall had been framed as a failing asset. In May 2025, Fourways Mall reclaimed the story by inviting media to experience the centre as it truly was – and as it was becoming. It marked the start of a reinvention narrative. With a reach of over 37 million across national media, in the months that followed, footfall grew by over 15% month‑on‑month, tenant vacancies more than halved, and media sentiment shifted to optimistic and future‑forward.
