Central brings forward ‘The Great Power of Synergy’ of Central shopping centres and department stores nationwide, investing over 300 million baht in ‘The Great Chinese New Year 2023’ campaign in response to the recovery of the Thai tourism industry
- Discover the best celebration landmarks nationwide, where visitors can shop, pay respects to gods and goddesses, eat, and spend leisure time that spurs the ‘spending mood’ for consumers with high purchasing power and the new generation.
- Joining hands with shopping centres and department stores nationwide to launch hot promotions to create ‘double impact’ and respond to the government’s tax deduction campaign of ‘Shop Dee Mee Kuen’ (‘Shop and get back’).
- Becoming a driving force for the economy with three highlighted strategies: 1) ‘The best festive destination of all time’; 2) Creating synergistic value for double impact and 3) Spearheading the economy & tourism to help spur shopping and attract tourists as 6 billion baht in cash flow is expected throughout the campaign, with customer traffic rising by 20% nationwide.
- Discover giant sculptures such as 4-metre-tall auspicious rabbits made from environmentally-friendly and local-identity-focused materials sitting at the auspicious rabbit check-in points at ten branches throughout Thailand.
- Upgrading to a seamless experience by connecting spaces of shopping centres/department stores with full Chinese New Year celebrations and creating an immersive experience from online to offline with a lucky rabbit game through AR technology for a chance to win 0.1 g of gold (2,400 prizes in total).
- Combining art and science, where well-known fortune teller Chang-Tosaporn Sritula and Nan Jidapa (or JCCHR) well-known illustrator, will jointly create eight auspicious rabbits for the colourful vibe of the campaign.
Central Pattana plc, Thailand’s no. 1 real estate developer and operator of Central shopping centres nationwide, is joining hands with Central Department Store under Central Retail (Thailand's leading retailer, which operates Central department stores) in Chinese New Year celebrations for the year of the auspicious rabbit by investing 300 million baht to launch ‘The Great Chinese New Year 2023’ campaign with 'The Great Power of Synergy', major synergy between shopping centres and Central department stores nationwide. The campaign will deliver the experience of Chinese New Year celebrations as customers shop, pay respects to gods and goddesses, eat and spend leisure time
in one place at Central shopping centres to emphasise their reputation as ‘the best festive destination of all time’. Discover ‘The Lucky Rabbits Project’ sculptures, giant auspicious rabbits at ten branches nationwide, made from environmentally-friendly and local-identity-focused materials. Shop for offerings items and auspicious foods at the Chinese market and Wealthy Orange Market and have fun with the AR catch the rabbit game entitled ‘The Lucky Rabbit’ for a chance to win a prize of 0.1 g of real gold (2,400 prizes in total). Shop (at Central shopping centre) for a chance to win an exclusive set of auspicious gold rabbits weighing 8 baht in addition to over 100 prizes with a total value of 2 million baht. The campaign runs from 11 Jan -19 Feb 2023 at all shopping centres and Central department stores nationwide, following the government’s tax deduction campaign of ‘Shop Dee Mee Kuen’ (Shop and get back).
The sensational campaign is supported by the synergy of leading partners: Central The1 Credit Card, American Express, Bangkok Bank Credit Card, Citi Credit Card, GSB Credit Cards, Kasikorn Bank Credit Card, Krungsri Credit Card, Krungsri First Choice Visa Card, KTC Credit Card, SCB Credit Card, TTB Credit Card, UOB Credit Card, NGG Enterprise Co., Ltd. and Madam Fin Co., Ltd.
Dr. Nattakit Tangpoonsinthana, Executive Vice President of Marketing for Central Pattana plc, said: “The synergy between Central shopping centres and department stores as market leaders is a key force in driving forward the country's economy and tourism. In the first quarter, we are focused on three main marketing strategies that will become the driving force to help push forward the economy and tourism in Thailand to fully welcome the return of tourists from all over the world, and recently, with Chinese tourists who are now starting to arrive in Thailand. The latest data shows that Thailand ranks among the top destinations that Chinese people want to visit. Central Pattana has prepared exclusive tourist packages and promotions to welcome tourists, as all of our 15 tourist malls have received good feedback from the return of tourists. The synergy of both Central shopping centres and Central department stores will be an important force that helps create liveliness in Thailand's economy and is in line with the government's tax deduction campaign 'Shop Dee Mee Kuen', which will certainly spur spending and cash flow, and help with the recovery of the economy. Central Pattana continues to highlight its 38 Central shopping centres nationwide as the number one destination in every festival. Central shopping centres nationwide will become centres for shopping, worshiping, eating and spending leisure time for people of all generations. There are collaborations with well-known restaurant brands to launch their new sets of offerings for the campaign, for example, Kam's Roast, a Michelin-starred restaurant, etc. In addition to the Chinese New Year markets nationwide, our highlights also include giant rabbit sculptures made from environmentally-friendly and local-identity-focused materials located at the auspicious rabbit check-in points in ten Central branches throughout Thailand, and we have also combined science and art by inviting a well-known fortune teller Chang, Tosaporn Sritula, and an illustrator of the new generation JCCHR to offer immersive experiences. The top spenders in the campaign will be joining Chang in an exclusive worshiping trip.”
Mr. Olivier Bron, Chief Executive Officer – Department Store, under Central Retail, said: “As a strong, leading retailer and Thailand's No. 1 omni-channel retail in the premium segment, we have joined forces with strong partners such as Central shopping centres and Central The1 Credit Card to create the best shopping experience and the most memorable Chinese New Year celebrations. With product assortment that fulfil the needs of all lifestyles, stores covering nationwide and various shopping channels that are seamlessly connected, activities that meet every lifestyle, special promotions to please all shoppers, Central is ‘the best festive destination of all time’. We have seen positive signs of a full economic recovery after the impact of COVID-19 measures, which have been eased since the middle of last year, allowing consumers to return to their normal lives. Overall spending is increasing due to the government's ‘Shop Dee Mee Kuen’ campaign, which aims to boost the economy in the first quarter of the year. At the same time, the tourism industry also shows positive signs. We are ready to welcome tourists with the mission to be ‘No.1 Tourist Shopping Destination’ through 360 communications in all touchpoints throughout their journey, full assortment of tourist’s favourite brands and items that meet all lifestyles, exciting promotions for all celebrations, including joining hands with powerful partners in offering best privileges and the best shopping experience for tourists. We are confident that this Chinese New Year, Central Department Stores will be more special than ever.”
Three strategies that push forward Central as ‘The Best Festive Destination Of All Time’:
1) The Best Festive Destination of All Time – highlighting our reputation as the no.1 destination for every festival and upgrading the experience of shopping, worshiping, eating and spending leisure time, all in one place, packed with promotions, events and activities throughout all Central shopping centres and department stores. The main highlights this year are the most comprehensive Chinese Market along with the combination of science and art, as we invite well-known fortune teller Chang Tosaporn Sritula to suggest tips to change one's bad fortune and a well-known new generation artist Na n- Jidapa Chansirisarthaporn (JCCHR) to design eight auspicious rabbit characters to decorate Central shopping centres and department stores in addition to exclusive products such as gift cards and premium items to create uniqueness for this Chinese New Year event. The event also catches up with the global trends of AR technology and sustainability to create Immersive blessing arts and gamification experiences, with an AR lucky rabbit game for a chance to win authentic gold. The event also includes a giant 4-metre high sculpture auspicious rabbit made from environmentally-friendly and local-identity-focused materials located at the auspicious rabbit check-in points in ten Central branches throughout Thailand: Central Rama 2, Central Rama 3, Central Pinklao, Central Ayutthaya, Central Chiangrai, Central Korat, Central Khon Kaen, Central Ubon Ratchathani, Central Chanthaburi and Central Hat Yai to create a fun spending mood and attract the new generation of consumers.
Central Department Stores are where you can find Chinese installation arts, highlighted spots where everyone is welcome to capture fun pictures (five concepts at five branches) at Central Chidlom, Central@centralwOrld, Central Ladprao, Central Bangna and Central Pinklao. Central Department Store has always strived to make customers happy
while also addressing and improving its responsibilities to the social culture. The stores are decorated with natural, eco-friendly, and recyclable materials. Central Department Store also collaborates with community in Nakhon Pathom Province to produce giant Chinese lanterns for displaying the community's craftsmanship to the eyes of visitors while helping generate income for the community. There are also several engaging and fun activities such as a lion show for auspiciousness, ceramic rabbit colouring workshop and Chinese cooking demonstrations, and more.
2) Creating Synergistic Value – Central shopping centres are joining hands with Central Department Stores and partners to create a double impact by highlighting 'Central Destination' as a ‘place & experience maker' that creates new experiences for customers and offers the best deals and promotions to give back and bring happiness and fortune to customers both in the shopping centres and department stores. In addition, Central shopping centres and department stores show their strengths in omni-channel and ‘digital & data driven’ paths as they join hands with main partner Central The1 Credit Card in offering exciting promotions to the customers. This collaboration creates strength of ‘massive reaches’ which all of our customers certainly receive the valuable privileges from Central shopping centres and Central Department Stores. The event also aims to support the government’s tax deduction campaign of ‘Shop Dee Mee Kuen’ (Shop and get back) to help spur further spending.
3) Spearheading the Economy & Tourism – joining hands with government and partners to push forward the economy and tourism of the country and for Thailand to become a global destination by attracting quality tourists through promotions for short haul tourists who prefer to visit Thailand during Chinese New Year, such as tourists from Malaysia, Singapore, Vietnam and Chinese tourists who are gradually returning after the easing of lockdown restrictions. It is expected that Central's customer traffic will increase by 20%, with more than 6 billion baht in cash flow during the Chinese New Year campaign.”
Featured Highlights of Central shopping centres
The greatest auspicious rabbit sculptures: ‘The Lucky Rabbits Project’ at ten auspicious rabbit check-in points throughout Thailand including Central Chiangrai: The Forest Lucky Rabbit – Blessings for Compete Happiness; Central Rama 2: The Earth Lucky Rabbit – Blessings for Wealth; Central Rama 3: The Golden Rabbit – Blessings for Fortune; Central Pinklao: Rabbit with Auspicious Flowers – Blessings for Love; Central Ayutthaya: The Lai Yang Fabric Rabbit – Blessings for ease and abundance; Central Korat: The Lunar Lucky Rabbit – Blessings for Good Health; Central Khon Kaen: Rabbit Looking at the Moon on the New Year Night – Blessings for Family Harmony; Central Ubon Ratchathani: First Light of Siam Rabbit – Blessings for Wealth and Glory; Central Chanthaburi: The Solar Lucky Rabbit – Blessings for Good Luck; and Central Hat Yai: The Ocean Lucky Rabbit – Blessings for Prosperity.
Highlights at other branches include centralwOrld, with the auspicious rabbit as a symbol of glory, wealth and happiness. Shop for offerings items and auspicious oranges, all in the Chinese Market while enjoying auspicious food at Michelin-starred restaurants and street food venders gathered in one place. Watch the lion dance show at Central Westgate, with oversized Chinese lanterns while shopping for auspicious food and products in the most comprehensive Chinese Market in the area and join in the auspicious oranges giveaway activity in addition to enjoying rare Chinese arts and culture. Central East Ville simulates the atmosphere of 'Little Hong Kong', where you can watch the nine auspicious lions dance and over 40-metre-long dragon parade while paying respects to three replica gods and goddess from Hong Kong – Che Kung Miu Temple (Wat Kanghan), Wang Ta Sien Temple and the blessing posture of the Goddess of Mercy. Be amazed by a 5-metre-high inflatable rabbit in the middle of Central Pattaya among the auspicious flower gardens. Taste auspicious dishes from well-known restaurants at Central Chiangmai in the Chiangmai China Town event and take a sip of special orange tea and other healthy teas at the Chinese Tea Bar. Shop for auspicious products at special prices at Central Phuket and find the delicious Chinese Lobster and Seafood Market, which brings together the most popular seafood restaurants and Chinese-style Lobster menu items in Phuket in addition to enjoying the only underwater lion dance show in Phuket.
Featured Highlights of Central Department Stores
Take great fun photos of Central Department Stores to welcome the Chinese New Year with five decoration concepts at five branches for everyone to take great fun pictures and share their happy moments during the Chinese New Year. Central Chidlom – experience the beauty of giant Chinese lanterns, hand-crafted by the community in Nakhon Pathom Province, beautifully hung and layered in the central hall of the department store. Central@centralwOrld – meet with a 14-metre-high 9-story Chinese pavilion, standing majestically in the middle of the department store. Central Ladprao invites you to go back in time with beautifully decorated antique Chinese bicycles. Central Bangna see the canopy made from a bamboo frame decorated with rabbit patterns designed by Nan- Jidapa Chansirisarthaporn. Central Pinklao is where you can find orange bird cages decorated with adorable yarn pompoms. In addition to the Chinese New Year decorations, the department stores are also going all the way with their special activities to add happiness during the Chinese New Year at every branch of Central Department Store. You can experience the ‘Lucky AR Snap’ using AR trends to create moments of happiness for Chinese New Year celebrations that allow you to have fun with the cute rabbit character that will appear for you to take pictures with and share them on social media. Enjoy special shows from the ‘Chinese Lion Dance’ in which a lion dance team will perform along with a dance studio. Children will be pleased with the 'Paint a Ceramic Bunny' activity for them to unleash their imagination by painting ceramic rabbit dolls in their own style, only at Central Chidlom, Central@centralwOrld, Central Bangna, Central Pinklao and Central Ladprao (21 - 22 Jan 2023). Everyone is invited to check their
horoscopes for Chinese New Year with fortune tellers from HoroLive and watch a Chinese cooking demonstration. Enjoy more than 100 auspicious dishes from popular restaurants at Eathai, LG floor, Central Embassy, Lofter on the 7th floor, Public Market and Public Lane on the 2nd floor, Central Chidlom, Living House and Wanjai Cafe on the 7th floor, Central@centralwOrld and on the 4th floor, Central Ladprao
