Bangkok--30 Jan--CPN Central Pattana (Public) Company Limited, or CPN, Thailand’s leading retail property developer, announced today that they will focus this year on “Experience Marketing” by bringing in innovations to create new experiences for customers. Different activities will be planned to match the lifestyles and positioning of customers at every branch. CPN is spending over 100 million baht in the first marketing campaign of the year, The Great Chinese New Year Sale by CentralWorld & CentralPlaza from 31 January to 2 March 2008. The highlight of Chinese New Year activities this year is aCSR activity, “Charity Lucky Rat Coin Bank” art exhibition, which will be held at every branch of CentralPlaza. The works of art will be auctioned off and all proceeds will be donated to Phra Dabos Foundation under His Majesty the King’s patronage. Princess Ubolratana Rajakanya has graciously donated one of her own designs for display. CPN is also offering many special prizes, promotions, and discounts of up to 70% on top brand merchandise, along with plenty of auspicious activities for customers to celebrate the Chinese New Year. Dr. Nattakit Tangpoonsinthana, Executive Vice President - Marketing at CPN, said, “Chinese New Year is a big spending season so CPN decided to invest more than 100 million baht in The Great Chinese New Year Sale by Central World & Central Plaza this year. We partner with over 2,500 shops in the shopping centres to offer discounts of up to 70% on top brand merchandise to reward our customers while they enjoy shopping during the Chinese New Year. We are also giving away lots of great prizes in lucky draws. The grand prize is a package tour for four to Macau, the new Family Entertainment Destination of Asia, as well as gold rat charms being given away by Prima Gold each week. In addition, for every 1,000 baht American Express cardholders spend, they will get a chance to win a BMW 730Li worth 6.7 million baht.” “We expect that consumer spending and the economic situation in general will improve this year, once a new government is installed. The many upcoming holidays, like Valentine’s Day, will also stimulate spending. We expect the Chinese New Year Sale to bring about 20% more customers into the shopping centres and to increase sales by 20% in the first quarter. The amount spent per person at CentralWorld and CentralPlaza should increase by 20%” said Dr. Nattakit This year, CPN will focus on an Experience Marketing strategy to create new experiences for customers. To attract more customers to the shopping centres, several signature events will be organized, including the International Balloon Festival, the “Kin Poo Doo Talay” (Visit the Sea and Eat Crab) festival, and Melody of Life. People want to see the excitement, catch glimpses of celebrities, and take photographs with their families and friends as mementos. Dr. Nattakit said, “So far, our experience marketing strategy has been very successful. Customers have been very receptive of the activities, the new formats and the decorations, which have given the shopping centres more modern and exciting images. You can see that in 2007, customer traffic across all branches of CentralPlaza increased by more than 20%. In particular, the number of shoppers at CentralWorld rose 65% as a result of our extraordinary events like the Royal Projects exhibition, the Meet & Greet events involving celebrities from across Asia, the Christmas at Central World event, and the Hands Bangkok Countdown at CentralWorld which had over 200,000 attendants.” In addition, CPN is paying attention to corporate social responsibility, or CSR, this year. The first activity this year is the “Charity Lucky Rat Coin Bank” exhibition, which features an impressive display of artistically rendered papier-m?ch? rats that will be auctioned off for charity. Princess Ubolratana Rajakanya has graciously donated one of her own designs for display. Celebrity artists have been invited to paint 29 papier-m?ch? rats in 9 different styles. The public will be able to enjoy the artworks on display at every branch of CentralPlaza. The artworks will be sold and auctioned off, with bids starting at 999 baht. All of the proceeds will be donated to Phra Dabos Foundation. This is the first time this kind of artwork has been exhibited at a shopping centre in Thailand. Mr. Kuntol Boonkrajang, Vice President Marketing - CentralPlaza, added, “The decoration theme at all CentralPlaza branches will be bamboo, which is considered a lucky plant in China. We will also have decoration of Macau’s famous tourist destinations for customers to see, as this fits in with the grand prize of our lucky draw campaign. Special highlight events have been planned for each branch. For instance, famous astrologer Luck Rekanithet will predict fortunes for the Year of the Rat, and a model of St Paul’s Cathedral in Macau, made out of chopsticks and dim sum containers, will be on display at CentralPlaza Rama 3; the first ever 81-metre long Jade Dragon dance in Thailand will take place at CentralPlaza Rama 2; the Eng Teng Suay Chinese acrobats will perform at CentralPlaza Pinklao; “gu cheng” traditional Chinese music performance will be shown at CentralPlaza Chiang Mai Airport; and a Chinese tea ceremony demonstration at Central Plaza Ratanathibet.” About the festivities at Central World, Mr. Kantaphon Phanitrat, Vice President Marketing - CentralWorld, said, “The whole shopping centre will be beautifully decorated, with the centerpiece being a gigantic two-metre-high giant rat lantern to wish everyone good luck for the new year. There will be an exhibition explaining the history and legend of the Year of the Rat. At Central Court, the centre of the shopping centre, will feature 1,200 red lanterns. Another highlight will be the Emperor Dragon on display at the Forum Zone. With 10,000 light bulbs producing an auspicious bright light, it will be a great spot for taking photographs.” Another enjoyable sight for holiday shoppers at CentralWorld will be the Dazzle of Macau Parade led by Araya “Chompoo” A-Harget. There will be many other cultural events, like an exhibition of contemporary Chinese performing art by Patravadee Theatre; a Chinese-style makeup demonstration by leading make up artist, Ornapa “Ma” Krisadee; WooZoo, a Chinese martial art show; and booths selling all kinds of Chinese decorations, auspicious items and Chinese theme merchandise. Shoppers at CentralWorld can also make merit by having Polaroid photographs taken at Photo shooting spot. CentralWorld will donate all of the income from the 100-baht photo fee to Phra Dabos Foundation. Don’t miss! The Great Chinese New Year Sale by CentralWorld & CentralPlaza from 31 January to 2 March 2008. For more information, please contact CPN Public Relations Department: Sakorn Thavisin at Tel. 02 667-5555 ext. 4107 Fax. 02 264-5575 email: [email protected]