Bangkok--11 Mar--JWT Public Relations Future Park Rangsit Shopping Complex is repositioning itself following an across-the-complex renovation under a budget of more than Bt1 billion. Poised to move forward under a new image as ‘The Natural-Metro Shopping Park: the Convergence of Nature, Fashion, and You’, the mega shopping complex has created a 10-rai ‘Forest Park’ as a return compliment to the society and to demonstrate its care for the environment. Under the new image, Future Park Rangsit is confident to attract 20% more shoppers and boost revenue by 8-10% this year. Ms. Pimpaka Wanglee, Chief Executive Officer of Rangsit Plaza Co., Ltd., the operator of Future Park Rangsit Shopping Complex, reveals about the business direction of the shopping complex in 2008, “With our project area of 510,000 square meters, we have been operating for thirteen years so far (since 1995) as the largest shopping mall in Thailand. Along the way we have noticed gradual changes in customer behavior: They are more sophisticated and fashionable. Our surroundings of Northern Bangkok have also grown dramatically with new housing projects, business premises, and as many as 22 educational institutions, resulting in significant growth of the customer base that also possesses relatively higher purchasing power. The customers today look for something different from those in the past. As people who lead modern lifestyles, they not only look for quality products, but also quality services, trendy brands, and what respond to their preference in fashion.” “In addition to changes in the nature of customers,” she continues, “the potential of our location has also been given a boost with new transportation infrastructure like the tollway with an access/exit just next to our project. All these factors have contributed to the continuous growth of shoppers attracted to our shopping complex (currently 130,000 people a day). Our customer survey suggests that customers’ demand keeps growing and changing unceasingly in all aspects, including products and services as well as trendiness. Having taken all these factors into account, Future Park Rangsit is embarking on a repositioning that involves a major renovation to both the interior and the exterior.”2008: A New Decade of Grandeur as ‘The Natural-Metro Shopping Park: the Convergence of Nature, Fashion, and You’ In 2008, Future Park Rangsit is being repositioned as ‘The Natural-Metro Shopping Park: the Convergence of Nature, Fashion, and You’ after a series of renovation works that began in 2007, which introduced our customers to new zoning with a modern touch and complete coverage of customers’ needs. The six zones comprise Digital Park, which features leading digital products from leading brands; Banking Park that houses 14 banks and four financial institutions; Fashion Park, where fashionistas of all ages can spend time finding the right clothes, bags, shoes, and accessories for their personal style or seek improvement of their personality and appearance at renowned beauty and health institutions; Gourmet Park that offers an extensive range of delicacies from more than 60 restaurants and food shops; Campus Park that brings together 35 leading educational institutions to create the most comprehensive learning center; and Alive Park, where entertainment and innovative, enjoyable activities take place in the surroundings of nature. The ambience of nature, featuring fountains, waterfalls, and plants, enhances the new image of the shopping complex as a trendy shopping center that fulfills the needs of existing and new groups of customers in the perimeter. The new look of Future Park Rangsit as ‘The Natural-Metro Shopping Park’ will be officially unveiled to the public on March 20, 2008. The front courtyard of 10 rai has also been turned into a ‘Forest Park’ that emulates a tropical rainforest for customers of the shopping complex to relax and absorb nature into spirit. Because customers of Future Park Rangsit also regard their time here as an occasion of get-together among family members and friends, the park will also serves as the place for their recreational activities besides shopping. For Future Park Rangsit, the Forest Park is part of ‘Future Park Environmental Conservation Program’ that reflects its responsibility for the society and care for the environment, which is currently under increasing threat of global warming. With the modernity of both the interior and exterior along with the grandeur of the rainforest park, Future Park Rangsit is set to become the ideal regional mall under the new concept of ‘The Natural-Metro Shopping Park’.Forest Park: the Park for the Community and the Care of Future Park for the Environment Forest Park is a pride of Future Park Rangsit and a return of the shopping complex to the society. It highlights include an ‘Alive Park’, which is designed to be a multi-purpose activity park; a ‘Musical Fountain’ that is ideal for performances with its versatility of more than a hundred light-and-sound settings; ‘Magic Rain’ that keeps the Forest Park moistened all year round; a ‘Playground’, where play equipment is provided for development of children aged between three and nine years; a 700-meter jogging track’; and a pavilion of four to six shops in the mid of nature. Following the renovation and repositioning, which have been carried out under a total budget of Bt800 million, Future Park Rangsit expects to boost the frequency of regular customers’ visit to seven times a month and increase its B+ customers by 20%. The shopping complex is also confident that its geographical customer base will be expanded to a 40-kilometer-radius coverage.“The Natural-Metro Shopping Park’ Concept to be Stressed by Bt300-Million Marketing Budget According to Ms. Pimpaka, a study conducted by Future Park Rangsit in 2007 has led to a finding that sale promotions and activities at the shopping complex have received positive response from customers, resulting in 20% increase in sales and 10% increase in the number of shoppers. For 2008, which kicks off the new image and introduces a complete renovation of the shopping complex, the company has set aside a marketing budget of Bt300 million and will employ integrated marketing communication (IMC) approach in customer-oriented campaigns that will involve all media channels and target groups. With TV as the key channel, the company will also seek exposure through magazines, newspapers, and in-house media along with sale promotions and activities within the shopping complex in order to increase and maintain awareness of the new image among target customers throughout the year. The format of the activities for this year will be in line with the new image as ‘The Natural-Metro Shopping Park’, with clearly-defined target groups. Frequency of the activities will be increased, taking turns across the indoor area of the complex. Thanks to the latest renovation that has transformed the forecourt into a multi-purpose outdoor activity ground within the Forest Park, Future Park Rangsit is ready to team up with either government or private agencies to host national events. For instance, a campaign for EURO Football in collaboration with RS Plc. has already been scheduled for June 4-29, 2008 while Pramong Nomklao Fishery's Day has also been planned in cooperation with the Department of Fisheries for July 4-13, 2008. The company plans to organize about 50 activities this year. To celebrate the new image as ‘The Natural-Metro Shopping Park’, the shopping complex is also rolling out ‘Future Park Summer Sparking’ campaign in conjunction with Central Department Store, Robinson Department Store, Big C Supercenter, and more than 200 other tenant stores as return compliment to customers. Slated for March 28 - April 6, 2008, customers can look forward to 10-70% discounts of products and a lucky draw for prized worth a total of Bt1.8-million, highlighting a package tour to Bali. Another highlight is a fashion show in the Forest Park on March 28-30, 2008. “We are confident that the Bt800-million investment on across-the-complex renovation and launch of the new image, along with the Bt300-million marketing budget set aside for advertising, public relations, and a variety of campaigns for the changing demand of existing and new customers will help boost the revenue of the shopping complex by 8-10% over that of 2007 (Bt1,170 million) and will attract 20% more shoppers,” Ms. Pimpaka concludes. For more information, please contact: Future Park Rangsit Public Relations Khun Pattra Mora, T: 02-958-0011 Ext. 1162, M: 081-750-4948 Khun Jirattaya Nungrujit, T: 02-958-0011 Ext. 1036, M: 089-128-8388 JWT Public Relations - JWT Thailand Khun Porntip Wiriyakitpattana (Bee) T. 02-204-8210 M. 086-813-1981 Khun Prasit Kritsadaariyachon (Bob) T. 02-204-8216 M. 081-586-2813