Bangkok--2 Jul--Raimon Land Raimon Land, Thailand's most luxury condominium brand, announces the launch of its breakthrough marketing campaign by being the title sponsor of a large-scale reality TV show, "Superstar", invested and produced by Orchestra Investor Group Co., Ltd. "Superstar" is a phenomenal 120 million baht investment reality TV show featuring 14 prominent Thai stars competing in singing, dance, and acting in order to transform themselves from being a star to becoming a nationally recognized "Superstar." The sponsorship of the TV show will be a key strategy in improving brand awareness and brand value to the mass as well as increasing the market share in the Thai real estate industry in the future. Raimon Land follows its business principle of innovation by using this entertainment marketing strategy to take the brand to new heights. Raimon Land is recognized as the leader in the Thai real estate industry for in year 2007 alone, it has received national awards such as “Best Developer” and “Best Urban Development” from Thailand Property Awards 2007 as well as international awards such as “Best Apartment Thailand Award” at the Homes Overseas Awards ceremony, to name a few. In terms of business achievements, over the past five years, Raimon Land has completed six new properties with a total sales value of over Bt 6 billion: four in central Bangkok (under three brand names: The Lofts, The Lakes and The Legend), one in Pattaya (Northshore) and one in Phuket (Kata Gardens). The Bt 4.8 billion Northpoint property in Pattaya is due for completion in 2010 - and The River, a major condominium project on the Chao Phraya in Bangkok, with a sales value of Bt 13 billion, is scheduled for completion by 2011. Prior to the sponsorship of “Superstar”, Raimon Land's marketing strategy had been focused primarily on niche and event marketing in which the brand markets directly to its high end target group due to the nature of its luxurious condominium projects. "Superstar" is Raimon Land's first endeavor in stepping beyond its boundary of niche marketing and leaping into mass marketing. Mr. Nigel Cornick, CEO of Raimon Land, is the leader behind this revolutionary marketing direction. The company's rationale behind this major marketing idea comes from the concept that makes luxury products successful. For instance, the value of a Mercedes Benz depends on people's recognition of its high image and quality. A brand's value will be strengthened when the perception of a brand is shared by the mass, not just the niche. Orchestra Investor Group Co., Ltd. comes into play to execute this innovative marketing strategy and publicize Raimon Land to the mass through the production of “Superstar.” In the TV show the 14 stars will stay in Raimon Land's The Lofts Yennakart located on Sathorn Road. As there will be cameras hidden in every corner of the condominium to capture the lives of the stars, the innovative design, the high quality materials, and the condominium facilities will be presented on the show. This goes as far as to presenting intangible elements such as the image, attitude, and lifestyle associated with the Raimon Land brand. Apart from this, the performance missions and activities will take the stars to visit Northpoint in Pattaya, The Heights Phuket in Phuket, The River in Bangkok, and etc. Viewers will be exposed to Raimon Land's different condominium projects throughout the duration of the show. From this three month TV show marketing campaign, the company expects to promote the brand to the public. Ultimately, the goals of the sponsorship of “Superstar” are to improve the Raimon Land brand awareness and value in the Thai market and to increase its market share in the Thai real estate industry. “Superstar” TV Show will be aired on Modernine TV (Channel 9) on Saturdays from 10:00p.m. — 11:30p.m. and on Mondays — Fridays from 5:10 p.m. — 5:35 p.m. from August 9 — October 25, 2008. As “Superstar” is a reality TV show in search for Thailand's No. 1 superstar, Raimon Land aims to be the superstar of condominium brands.