CPN INVESTS BT100M TO HOLD #FASHIONFREEZTA CAMPAIGN FOR 2ND QUARTER

Stocks and Financial Services Press Releases Tuesday March 15, 2016 12:15
Bangkok--15 Mar--Central Pattana
Adjust marketing direction to meet lifestyles of Millennials and Generation Z target groups
Aim to become the regional shopping center developer, pushing Thailand to become a major shopping destination
Be the leader of fashion and lifestyle

Central Pattana plc (CPN), a leading retail developer in Thailand, is continuing the second quarter of 2016 by launching its summer campaign: 'FashionFreezta' to boost the general public's spending during the high season. CPN is investing a 100-million-baht budget to push through the boundaries of summer marketing and create a new experience with complete touch points by organizing a fashion show in the middle of an ice-skating rink to help attract the makers of style. CPN is launching 'CPN Life Bulletin', a resource for up-to-date fashion and lifestyle from London, Paris, Milan and New York together with promotions: for every 1,000 baht spent, get a chance to win a free trip to experience extreme 'Freeze' in Finland and other 'Freeze' events to cool down in the heat throughout Thailand from 25th March-30th April 2016 at Central World and all branches of CentralPlaza and CentralFestival nationwide.

Dr. Nattakit Tangpoonsinthana, Executive Vice President of Marketing of CPN spoke about the campaign: "CPN aims to become the regional retail developer by making shopping centers a hub of the modern lifestyle – complete and convenient. Therefore, we ceaselessly offer new and unique experiences at every touch point to meet the demands of the new generation of consumers – especially Millennials and Generation Z. Our shopping centers need to adapt to modernization and apply a fresh marketing position to create a complete and seamless experience, putting forward Thailand as a shopping destination and attracting cash flow from visitors to help to boost the country's economy.

"For this reason, in the second quarter we are launching our summer campaign called 'FashionFreezta'.We are using a unique concept to create a proactive idea for marketing and to create a new feel for a summer campaign through a 360° experience. Today's consumers expect more diverse media such as billboards, television, radio, publications and social media, and so we have adjusted our communication strategies to cover all media platforms both online and offline to communicate with the new generation of consumers.

"To emphasize being the leader in fashion and lifestyle destinations, CPN is also holding a fashion show presenting the latest fashion trends from London, Paris, Milan and New York, presenting key looks for the summer and items from various brands in CPN's shopping centers nationwide. The shopping centers will be decorated with ice blocks wrapped around items representing hot tropical and summer colors reflecting the heat and being cooled down by the ice."

Central World, CPN's flagship store and a shopping destination for tourists, will be enhanced further as the center of lifestyle and fashion with the 'Stylistic Pop Up 2016' event,which includes several exclusive pop up stores featuring Thai and international fashion brands throughout April 2016.

In addition, CPN is also launching'CPN Life Bulletin', a resource for lifestyle content and updated fashion trends from the world's fashion centers: London, Paris, Milan and New York. It also includes summer tips and trends from tastemakers and popular fashion and lifestyle gurus from Thailand in free copy and digital format (on the CPN Life fan page). There will be a digital campaign for a chance to be a part of FashionFreezta nationwide by taking a 'Freeze' style photo as part of the activities:#CPNSummer2016 #FashionFreezta

"We have put over 100 million baht in our budget for the 'FashionFreezta' to roll out the carpet for the campaign and cool down the heat nationwide. We believe that the variety of products and services, especially fashion products, restaurants, cinemas, water parks and ice-skating rinks as well as other entertainment with a cool and comfortable atmosphere in the shopping centers will help to boost traffic volume throughout the summer by more than 15% and increase sales for all major fashion brands in the shopping centers by 20%."


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