The event was targeted towards all the visitors at the mall and was promoted through High Street Phoenix's website, Facebook and Twitter pages. In addition, a press release announcing the event was disseminated to invite people who enjoy rock music.

Commenting on the initiative, Anna Bredemeyer, Vice-President Marketing, High Street Phoenix said: "High Street Phoenix aims at making Thursday Jam-ups a platform for budding musical talent, catapulting them to the consciousness of the patrons of the popular destination centre. We conducted thorough research and found that The Echoes has a diverse mix of sounds and are good performers, going by their gigs at quite a few top venues of the city, and they seemed like a good bet. We promoted the event through in-mall signages placed strategically within the premises of High Street Phoenix."