Marketing & Promotions
Portfolio-wide Activities
In 2011, we implemented a series of strategic grouplevel
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 192,000 cardmembers as at 31 December 2011. Card spend for the programme saw a 7.0% year-on-year increase to approximately S$208.0 million in 2011. This programme not only provides cardmembers with instant cash rebates, but also offers a host of exclusive treats, privileges and benefits in CMT's malls such as complimentary parking, privileged parking as well as opportunities to earn Capita$ instant cash rebates at participating tenants' stores. The all-new CapitaCard with enhanced card benefits was successfully launched in November 2011.
Another key loyalty programme is the CapitaVoucher, which helps to generate sales for CMT's tenants. CapitaVoucher is widely accepted at over 1,800 participating stores across 14 of CMT's malls. In 2011, sales of CapitaVouchers grew by 29.0% year-on-year to S$28.2 million.
In December 2011, we launched a card-less rewards programme called CAPITASTAR that allows members to enjoy benefits on top of all existing rewards. This programme allows shoppers to earn STAR$ across 12 of CMT's malls which can be redeemed for CapitaVouchers. This programme gives us in-depth analytical insights on our shoppers' profiles and demographics while helping to retain and encourage repeated spending in the malls.
Our three loyalty programmes, CapitaCard, CapitaVoucher and CAPITASTAR, aim to transform our customers' shopping experiences into one that is more convenient, caring, rewarding and refreshing - with endless shopping delights.
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 April 2011. The 10-day event
showcased a wide variety of fresh Kyushu food specialties
such as freshly prepared tonkotsu ramen soup, Ijima-shouten's
deep fried seafood and Hakata fish cakes.
Hokkaido Fair
Tampines Mall held its annual Hokkaido fair in July 2011.
The event, which was in its sixth year, saw shoppers feasting
on a variety of different Hokkaido snacks.
Junction 8
Kidz Academy
Junction 8 held a children edutainment event in March 2011.
The event featured a wide variety of enrichment schools
and development centres who set up booths there. Some
of the enrichment schools also conducted activities such as
'Math Mastery' by Adam Khoo, 'Story-telling' by Eduplus,
'Learn English' by British Council and 'Music Fun and Talk'
by Cristofori Music School. Junction 8 saw its shopper
traffic increased by 3.1% during the event, compared to
the same period in 2010.
Rock & Roll Pyjamas Party
Junction 8 organised an overnight camp at its open plaza
area for children aged between six and 12 years old in
June 2011. The children were treated to cartoon movies,
popcorn and took part in interactive games and workshops
relating to the 'Rock & Roll' theme.
Inflatable Fun
A mini funfair was held at Junction 8's open plaza area for
children aged between six and 12 years old over a period
of three weeks in June 2011. The children had opportunities
to play with different inflatables and take part in different
activities each week.
A Charming White Christmas
Junction 8 held a series of Barbie events in the run-up to
Christmas. The events include Barbie and Friends meetand-
greet sessions, Barbie Princess Charm School Live
Show, Princess Tiara Workshop and Barbie Princess Charm
School Workshop.
Plaza Singapura
Tenants' Gathering
A gathering was organised for tenants and partners in
March 2011 to allow for networking opportunities. During
the gathering, we also updated Plaza Singapura's tenants
on our plans for upcoming asset enhancement works for
the mall.
Style: Weddings Love Affair 2011
Style: Weddings Love Affair 2011 is an annual bridal event
organised by Style Magazine. Plaza Singapura hosted this
four-day event in October 2011, making it the first ever
Style: Weddings event to be held within a shopping mall
environment. The event attracted many couples with its
wide array of bridal packages on offer, line-up of stage
activities and entertainment.
The French Marché
In November 2011, Plaza Singapura partnered Carrefour
to hold The French Marché event which promoted French
gastronomy and 'art de vivre'. It was held in conjunction
with Voilah!, the annual French Festival in Singapore. The
French Marché event showcased culinary specialties and
lifestyle products from various regions in France, educating
Singaporeans on the French 'savoir-faire'.
Celebrity Appearances
Plaza Singapura hosted a few celebrity events in 2011.
These included popular Hong Kong actor, Andy Lau who
was in Singapore to promote his 'Shaolin' movie and the
cast of 'Magic to Win' movie. Hebe who is one-third of the
famous female pop group, S.H.E. from Taiwan, also held a
meet-and-greet and autograph session at Plaza Singapura
in November 2011.
Bugis Junction
The Fashion Adventure
Bugis Junction held a five-day fashion show featuring its
tenants' latest Spring/Summer collections. The programme
included the inaugural Bugis Junction/Converse 3D Shoe
Design Contest and a model search competition, I Can Do
The Catwalk. The Shoe Design Contest saw eight shortlisted
finalists reconstructing and designing their own 3D shoes.
The finalists' shoe creations were paraded by eight models
who were chosen from the I Can Do The Catwalk competition.
The fashion show programme also showcased the top 15
sexy contenders for FHM Model 2011.
Glam Couple 2011
Bugis Junction partnered Goldheart Jewellery 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.
Raffles City Singapore
Fashion Shows
Raffles City Singapore (RCS) staged a series of fashion show
events in April 2011 and also during the Great Singapore
Sale season in May to June. These included artsy fun and
surreal street performances by international artistes as they
busked through the mall.
Unfold Everything for Fall
RCS presented Fall/Winter 2011 fashion trends through
life-sized paper dolls. Kicking off the fashion collection
was a fashion show of models dolled up in the same outfits
as the paper dolls in October 2011. The paper dolls in 30
different outfits inspired by Fall/Winter were displayed over
three weeks with 10 looks featured each week at Level 1
of the mall. The 30 outfits included brands from RCS's
fashion tenants such as Robinsons, Furla, Shanghai Tang,
Raoul and Topshop.
Clarke Quay
Oktoberfest
Clarke Quay celebrated Oktoberfest with two nights of
German-themed food, Erdinger beer and merry making.
The event was livened up with live band music and some
'Oom-pah' dancing by waitresses decked out in traditional
German dirndl dresses. Stage games and game booths
were also organised to keep visitors entertained.
Halloween
On 29 October 2011, Clarke Quay kicked off Halloween
mayhem with The Mysteries of the Haunted Island party
at its Central Fountain Square. Patrons were treated to a
night of live band performances, stage games and activities
such as face painting before making their way to the various
Halloween-themed outlets to continue the party.
New Year's Eve Countdown Party
Clarke Quay ushered in the New Year with an evening of
dazzling lights, bustling energy, and adrenaline pumping
music at its Countdown Party on 31 December 2011. The
party featured colourful pyrotechnic displays and an array
of live singing performances.
IMM Building
Ice Skating Classes
IMM Building (IMM) held ice skating and ice hockey classes
at its garden plaza during the year-end school holidays.
Shoppers also enjoyed free ice skating performances
by the Singapore Ice Skating Association on 17 and 18
December 2011.
I'MM Designer
In April 2011, IMM held a 'I'MM Designer' tee-shirt design
competition, giving away up to S$35,000 worth of cash
vouchers and prizes. The competition was segmented
into three categories: Open category, School category
and Family category.
Lot One Shoppers' Mall
Moonlight Rhapsody
In conjunction with the Mooncake Festival, shoppers at Lot
One Shoppers' Mall (Lot One) sampled a culinary spread of
exquisite mooncakes at the Level 1 atrium. The mall also
played host to Taiwanese jazz pop singer, Yen J and new
boy band, Magic Power. The artistes crooned to some of
the fans' favourite tunes and interacted with the audience
through stage games and an autograph session.
Doraemon
From 30 November to 26 December 2011, famous Japanese
manga character, Doraemon made special appearances
at Lot One. Shoppers had opportunities to get up close
and personal with Doraemon and friends during a meetand-
greet photo-taking session, as well as sing and dance
with them during the live show performances. There were
also bag painting and colouring workshops and cartoon
screenings. A special highlight of the event was a special
Doraemon-themed mini maze which showcases the original
artwork by Doraemon's creator Fujiko Fujio, as well as
scenes from the comics. The Doraemon event was also held
in two other malls, Bukit Panjang Plaza and Sembawang
Shopping Centre.
Bukit Panjang Plaza
Annyeong Seoul
Bukit Panjang Plaza organised the fair in collaboration with
Seoul Rhythms and Walking Heels in August 2011. The
event featured a variety of Korean food & beverage, books,
magazines, beauty, fashion, dramas and K-Pop merchandise.
There were also Korean cooking demonstrations, beauty
workshops and dance performances to entertain the audience.
Halloween Madness
Into its third consecutive year, this signature mall event has
grown in scale from a one-day to a week-long event. The
main activities included a mall-wide lucky draw whereby
three iPads were given away, attractive items on sale at an
extremely low price of S$5, instant photo-taking for families
and a scariest costume contest organised for kids. Halloween
merchandise was also on sale at the mall's atrium.
Sembawang Shopping Centre
Celebrity Appearances
The cast of the movie 'It's a Great Great World' made an
appearance at the mall during the Lunar New Year period.
The mall's shopper traffic rose by about 19.0% year-onyear
during the promotion period.
Great Singapore Sale
During the Great Singapore Sale in June 2011, shoppers at
Sembawang Shopping Centre were treated to a '$1derful
GSS' where they enjoyed one-for-one deals, S$1 & S$10
discount offers and S$1 specials. The popular Power Rangers
also made an appearance at the mall and were swarmed
by their adoring fans who stood in line to get snap shots
with their favourite Ranger.
Funan DigitaLife Mall
Funan Cosplay: Engage 2011
A Funan Cosplay competition was held in April 2011. The top
three Cosplayers won up to S$800 worth of CapitaVouchers.
Other fringe activities included an instant photo-taking session
with popular costumed characters and a props-making
workshop where shoppers got a chance to learn how to
make movie props such as masks, helmets or weapons.
Launch of 'Gears of War 3'
In September 2011, Funan DigitaLife Mall organised the
launch event of 'Gears of War 3' which was the most
anticipated Xbox 360 blockbuster game of the year. Fans
who pre-ordered the limited edition game or console received
a 'Gears of War 3 Survivor Kit' while the first 50 fans in line
also received an autographed poster and 'Gears of War 3'
hoodie sweatshirt.