Marketing & Promotions
Portfolio-wide Activities
In 2010, we implemented a series of strategic group-level marketing campaigns to drive traffic and draw shoppers' dollars for tenants at CMT's properties.
The membership base of CapitaCard, a credit and debit card loyalty programme that aims to retain and encourage repeat shopper spending at CMT's malls, has grown significantly to over 167,700 cardmembers as at 31 December 2010. Card spend for the programme saw a 7.0% year-on-year increase at S$194.1 million in 2010. This programme not only provides cardmembers with instant cash rebates, but also offers a host of exclusive treats in CMT's malls such as complimentary parking, as well as access to priority queues and special previews during tenants' sales.
Another key loyalty programme is the CapitaVoucher, which helps to generate sales for CMT's tenants. CapitaVoucher is widely accepted at over 1,500 participating stores across 13 of CMT's malls and one of CapitaMalls Asia's malls. In 2010, sales of CapitaVouchers grew by 64% year-on-year to S$22.0 million.
Mall-centred Activities
Besides implementing our portfolio-wide marketing activities, each CMT property also makes efforts to enhance its unique positioning and brand identity by creating memorable brand experiences for consumers through their own promotional activities.
Tampines Mall
Kyushu Spring Fair
Tampines Mall organised the fair in collaboration with its
anchor tenant, Isetan, in late March 2010. The 10-day event showcased a wide variety of Kyushu food specialties. During the period of the fair, the mall enjoyed a 12.2% increase in shopper traffic compared to the same period in 2009.
Hokkaido Fair
Tampines Mall held its annual Hokkaido fair in July 2010.
The event, which was in its fifth year, saw more than 15 vendors dishing out delights from mouth-watering ramen to delectable cheese cakes. Shiroi Koibito (白い恋人) or White Lovers chocolate biscuits made their debut at the fair. It was a clear favourite with the shoppers as long lines formed for them every day at the fair. During the 10 day fair, shopper traffic grew by 11.2% year-on-year and tenants' sale registered at 3.6% year-on-year.
Pokemon Funderland
The month-long event was held during the year-end school
holidays, with the whole mall decked out with Pokemon decorations. Games, arts and craft workshops and console game challenges were held to keep fans of the video game character entertained.
Raffles City Singapore
'Spring in the City' Lunar New Year
Promotion
This event was jointly organised for the 17th consecutive year with Golden Travel Services from January to February 2010. The festive celebration presented exclusive shopping rewards, master craftsmen retailing authentic Chinese handicrafts, as well as cultural performances hailing from different provinces of China. There were also a series of musical performances from the Nanjing Chinese Orchestra group, the Hangzhou and Beijing Arts School.
Children of Asia
RCS showcased Sri Lanka's cultural heritage in March 2010, with some of the country's artisans coming under one roof to demonstrate the intricacies of folk art such as stone art murals, hand woven cloth and functional household items. Shoppers at RCS also witnessed the art of rattan basket weaving and wooden toy making, intricate brass pot etching, including dance performances. It was a potpourri of handicraft, folk art and traditions made accessible for the "outsider" to be aware, understand, and appreciate Asia and its culture.
Junction 8
Pyjamas Party Bash
Junction 8 organised a two-day, one-night camp at its open plaza area for children aged between six and 12 yrs old in June 2010. The children were treated to cartoon movies, popcorns and took part in interactive games and thematic workshops.
Baby Triathlon
A Baby Triathlon was held in July 2010 for babies aged between 12 to 24 months old. The competition required the baby participants to take part in activities such as ball pushing, cruising and obstacle challenges. Junction 8 saw its shopper traffic increase by 2.6% during the event, compared to the same period in 2009.
An Enchanting Christmas with Barbie
Junction 8 held a series of Barbie events in November and December 2010. The events include Barbie and Friends Meet & Greet sessions, Fashion Fairytale Live Shows, Tea Party with Barbie and Friends, Dress like Barbie Runway and a Barbie costume showcase. There were also festive giveaways such as Barbie fashion tote bags and Cookie cushions for shoppers who spent a minimum sum of S$120 at any shop in the mall.
Plaza Singapura
S.H.E Exclusive Meet and Greet Session
Popular Taiwanese girl-band, S.H.E, made a special appearance at Plaza Singapura during the year. Their appearance attracted droves of fans and shoppers who vied for chances to get up and close with the celebrities and join in an autograph session.
Football : the Brazilian Passion
An exhibition on Brazilian football and its history was
organised by the Embassy of Brazil at Plaza Singapura's open plaza area in August 2010. The exhibition also featured Brazilian football's politics, media and the Brazilian Série A League. Romário, a former Brazilian football striker who was 1994's World Cup winner, honoured the opening of the exhibition with his presence. Shopper traffic at Plaza Singapura gained 6.0% year-on-year during the one month-long event.
100 Hours Movie Indulgence
A five-day movie marathon organised by Nescafe Frappe saw 150 participants battle it out at Plaza Singapura to be the last person standing to win the grand prize of S$10,000.
Bugis Junction
Glam Couple 2010
Bugis Junction partnered Soo Kee Jewellery and Twentieth Century Fox Film to organise a search for Singapore's most glamorous couple in conjunction with Valentine's Day. Each of the six shortlisted couples was given S$300 CapitaVouchers to shop and give themselves a makeover within 45 minutes in the mall. The contestants also had to undergo challenges on stage with the audience cheering them on. The mall saw a 14.5% increase in shopper traffic on that day, compared to the traffic for the same event last year.
Concert promotion for Jay Chou's World Tour
As the official mall for Taiwanese superstar, Jay Chou's 'The Era 2010 World Tour' concert, Bugis Junction gave shoppers a chance to win a total of 20 pairs of the coveted sold-out VIP concert tickets during the Great Singapore Sale period in June and July. A series of Jay Chou-themed contests jointly organised with concert promoter Scorpio East, also gave Jay Chou's fans a chance to showcase their talent and collection of memorabilia for a chance to win their idol's concert tickets. The highlight of this promotion campaign was Jay Chou's first-in-Singapore exclusive autograph session in Bugis Junction on 21 July 2010.
Sweet Christmas with Stitch
The adorable Stitch made its presence at Bugis Junction during the Christmas festive season with a 2.3m tall 3D display at Malay Street in front of InterContinental Singapore. It was a gleeful sight and a delightful photo-opportunity for our shoppers. Exclusively for CapitaCard members, any $30 charged to CapitaCard gives members a chance to win home a giant Stitch in the lucky draw. Shoppers can also visit the Stitch-themed festive booth at Hylam Street which houses a wide selection of Stitch merchandise.
Fashion rocks The Runway
Bugis Junction held a 4-day show of eclectic 80s themes featuring tenants' latest Spring/Summer collections, the iconic jeans transformation event Code JEANius/ I Can Do The Catwalk, and a showcase of the top 15 sexy contenders for FHM Model Search 2010.
Clarke Quay
Oktoberfest
The highlight of the two-day event was the German-themed
fare and Erdinger beer sold at food kiosks, accompanied
by German live band music and 'Oom-pah' dancing. Stage
games and game booths were also organised to keep
visitors entertained.
Halloween
On 30 October 2010, Halloween parties at Clarke Quay
drew throngs of people in outrageous costumes. Clarke Quay saw a 30.0% increase in visitor traffic on that day, compared to the same day in 2009.
New Year's Eve Countdown Party
Clarke Quay played host to throngs of New Year party
revellers who enjoyed the live band performances, animated routines of flash mob dancers, cheerleaders and stage performances of superstar impersonations.
IMM Building
IMM wonderland
IMM Building (IMM) held candy cane cookie baking and cupcake decorating workshops for children during the year-end school holidays. The mall also set up a five-metre diameter foam pool for children to soak in and an inflatable pool that allows participants to walk on water while inside a giant transparent ball.
The First 7-Metre Tall Tree House Play Ground In A Shopping Mall
IMM added a 7-metre tall Treehouse Playground in its rooftop outdoor play area. Children and families get to experience endless hours of fun at the playhouse of which its height is equivalent to two and a half storeys of a building.