Bangkok--1 Jun--Hill & Knowlton
Gaysorn today announced a new integrated marketing campaign designed to reflect a new attitude and direction for Bangkok’s premium lifestyle shopping centre.
Taking inspiration directly from the refurbished shopping centre and the word ‘Pure’ meaning ‘unmixed and unadulterated’ the theme of the marketing campaign is ‘Purely Gaysorn’. This campaign marks a new direction for Gaysorn and the theme reflects Gaysorn’s new attitude centres on depth and quality of service, an unparalleled ambiance of luxury and the concept of a ‘pure’ brand mix. The integrated campaign focuses on an undiluted blend of beautiful, innovative, iconic and international luxury brands alongside a collection of Thailand’s freshest fashion and home d?cor stores showcasing the creations of this country’s most celebrated designers.
Khun Charn Srivikorn, Chairman says “Gaysorn’s new campaign marks a new marketing direction as every element reinforces the luxurious purity of our brand.” Scheduled to run throughout the third and fourth quarters of 2006 the campaign is targeted to appeal to high end domestic consumers and tourists, the people who regularly enjoy shopping at Gaysorn.
In addition to print advertising; a redesigned customer newsletter and website, Gaysorn is also planning to host a series of art exhibitions & music events titled ‘Pure Thoughts’. Khun Charn explained “‘Pure Thoughts’ will use Gaysorn as an art gallery: our customers appreciate art and music just as they appreciate luxury fashion. For this part of the ‘Purely Gaysorn’ campaign we are inviting the world’s leading contemporary artists to exhibit work with us, which will enhance the delightful ambience of Gaysorn for shoppers throughout the year. The presentations promise to be thought-provoking and provocative encouraging individuals to formulate their own opinions.”
Another key attribute of Gaysorn’s new attitude is an enhanced and highly personalised customer service offering called ‘Essentially Gaysorn’: The services are designed to provide customers with the ultimate luxury shopping experience and the concept of customer service has been taken one step further to cover lifestyle solutions. Customers will be able to enjoy services that stretch from the inner realms of shopping to the outer reaches of lifestyle.
Khun Korakot Srivikorn, Executive Director, said “‘Essentially Gaysorn’ features a wide variety of superior services specially designed to match the customer’s needs. These include: catalogue order, made to measure brand name men’s garment, porter and delivery service. One of the highlights of the new service offerings is our ‘Lifestyle Consultant’ service which presents three highly experienced personal consultants whose complimentary services are available by appointment to provide suggestions and advice on fashion & style, gift selection, and food solutions for a diverse range of scenarios from an intimate dinner for two to a large cocktail party.”
The ‘Fashion & Style Consultant’ has an encyclopaedic knowledge of the latest international and local fashion trends and provides consultations to help customers identify their personal style before offering advice on suitable clothes, hairstyles and beauty products.
The ‘Gift Consultant’ is there to assist customers who have run out of gift ideas and have no time to shop. Customers using this service need to provide an information about the amount they wish to spend and information about the person who will receive the gift and the gift consultant will provide a personally selected gift shortlist.
The ‘Food & Party Consultant’ is available to advise and assist party hosts. Customers using this service can expect to receive help on theme ideas, menu design, drinks list and wine selection and all the other essentials that go together to create the perfect party.
Khun Korakot concluded “Our customers expect the highest levels of service from Gaysorn and our new Essentially Gaysorn services are designed to offer the highest level of assistance possible. We understand that many of our customers are busy, so by helping to personalise their visit to Gaysorn, we are able to make shopping a more pleasurable luxury experience.
Gaysorn, is a joint initiative between Gaysorn Holding and Hongkong Land. The retail space, with over 100 stores, provides a refined shopping environment that is 100% dedicated to luxury showcasing the best in international brand-names, Thai fashion, home d?cor and jewelry, together with a selection of excellent restaurants and bars. The shopping experience at Gaysorn is enhanced by unparalleled services including valet parking (trained by BMW Series7) and a specialist multilingual concierge team who can assist customers with a wide range of advice and support. Gaysorn is a founder member of the RSTA (Ratchaprasong Square Trade Association) which is working with the Government to improve the Ratchaprasong District.
For more information, please contact:
Joanna March / Suthatip Boonsaeng Wachiraporn Pornpitayalert
Hill & Knowlton Thailand Gaysorn
Tel. 0-2627-3501 ext. 216, 208 Tel. 0-2656-1516 ext. 132
Fax. 0-2627-3510 Fax. 0-2656-1533
e-mail : [email protected] -mail : [email protected]