CMT’s malls hosted celebrity artistes like Hong Kong movie star, Ekin Cheng, the cast of local box office hit, ‘881 The Movie’, as well as popular singers such as Luo Zhi Xiang, Wang Lee Hom, Rainie Yang and pop groups, 5566, Farenheit and S.H.E.

mall-centered activities

Working in tandem with portfolio wide marketing efforts, each mall also developed its own series of unique activities that helped to build up the brand positioning of the mall.

PLAZA SINGAPURA
Plaza Singapura organised ‘URBAN’s Project Fashionista - The Search for the Most Fashionable Shopper @ PS’ and ‘The Search for the Beach Hunks and Babes’ in 2007. These two events provided an opportune platform for fashion tenants to showcase their merchandise and raise brand awareness among the University and Polytechnic student participants and supporters who came in throngs to cheer their friends on. Plaza Singapura was also the official venue sponsor for Singapore’s Christmas Light-up Ceremony. President S R Nathan launched the festive celebrations which were aptly titled, ‘Christmas in the Tropics Light-up’.

LOT ONE Shoppers’ mall
Average monthly shopper traffic at Lot One grew from 1.36 million in 2006 to 1.38 million in 2007, despite massive enhancement works which commenced in July 2007. This is largely attributed to the significant advertising and promotions efforts. In addition to seasonal advertising campaigns in the main dailies like The Straits Times, Today and LianHe Wanbao, Lot One produces mailers three times a year. These mailers are distributed to 250,000 homes in the vicinity to highlight forthcoming promotional events and activities at the mall.

Tampines Mall
In July 2007, Tampines Mall held its annual ‘Hokkaido Fair’ in collaboration with anchor tenant Isetan. The 10-day promotion attracted more than 700,000 shoppers, which was 17.0% higher than the same period last year. The mall also introduced a monthly art and craft session at the new children’s TV Room in August 2007. Plans are underway to increase the frequency of the art and craft sessions due to overwhelming response. The open landscaped plaza continues to be the venue of choice for many community and social events, which included the monthly line dancing jams and the ‘Singapore Youth Festival in the Heartlands’.

Funan DigitaLife Mall
Living up to its name as a digital lifestyle mall, Funan was selected amongst other venues to host the exclusive launch of ‘Microsoft Windows Vista’ in January 2007. Funan also hosted the much anticipated launch of ‘Hellgate: London’ in October, which attracted more than 39,000 gamers to Funan. To keep shoppers titillated, the mall organised a series of Information Technologies (IT) related activities and sales events, such as ‘Fantastic Funan Fiesta’, ‘DigitaLife on the Move’ campaign, and ‘Believe it or Not’ sales, where shoppers picked up huge discounts of up to 90.0% off selected IT merchandise. In support of electronic gaming in Singapore, Funan was also the venue sponsor for the ‘World GameMaster Tournament’, ‘The Newpaper Cyber Challenge’, the ‘Inter-School e-Gaming Challenge’ and the ‘Spiderman Gaming Challenge’.

BUKIT PANJANG PLAZA
Bukit Panjang Plaza (BPP) held its annual sales event, ‘BPP MidNite Madness,’ during the year. Over 90.0% of the tenants participated in the centre-wide event, which offered fantastic offers to shoppers from 8 pm to midnight. The shopping frenzy climaxed with the ‘MidNite Grand Lucky Draw’, where 12 lucky winners walked away with more than S$20,000 worth of prizes. Shopper traffic during the day of the sale soared to over 57,000, a 60.0% increase over average daily shopper traffic.

IMM building
IMM received the ‘Best Loved Pro-Family Businesses’ Award by the Ministry of Community, Youth and Social Services (MCYS) in recognition of its active support for family-centric activities. The mall collaborated with government authorities, family and grassroots organisations, such as MCYS and South West Community Development Council (SWCDC), to run community targeted campaigns such as MCYS’s ‘We Are Married’, SWCDC’s ‘Funnival’, ‘Singapore Youth Festival’ and KK Hospital’s ‘Best Breastfed Baby’ contest. In November, IMM launched its Seamless Furniture Zone, ‘I’MM Home’, in partnership with Safra Radio’s Chinese station, ‘Jia’ which means ‘home’ in Mandarin. Roving radio station DJs played games with shoppers while broadcasting live updates about sales promotions, which included a chance to win furniture pieces.

Junction 8
Junction 8 held its iconic and hugely popular ‘Most Beautiful Mum’ Contest and annual Christmas Monstrous Sale. The ‘Mid-Autumn Fair’ held at its main atrium also received overwhelming response, with kiosks tenants netting in excess of S$1.0 million in gross sales over two weeks.

Bugis Junction
During Christmas, Bugis Junction collaborated with Soo Kee Jewellery to create a ‘Larger-Than-Life’ Musical Box, inspired by its Christmas theme. The opulent jewellery box, encrusted with 3,110 diamonds totaling 41 carat, and worth S$2.35 million, on display attracted much attention and interest from shoppers eager for a photo moment. One lucky shopper even won a miniature version of the jewellery box valued at S$58, 898.

Bugis Junction also held exclusive events such as ‘Code JEANius’, ‘FantastiCar’, and ‘Chitty Chitty Bang Bang’s Chitty Car’ showcase and organised record-breaking events such as ‘Singapore Tallest Wedding Cake’ and ‘CLEO’s Most Number of People on a Bed’. Lifestyle fairs and themed events, which included ‘Flavours of Wedding’, ‘Thai X-Factor’ and ‘Late Night Shopping’ promotion, added exuberance to the mall. The efforts paid off as Bugis Junction was announced Winner of ‘CLEO Girl’s Favourite Mall’ Award in CLEO’s Fashion Award 2007.

RAFFLES CITY shopping centre
Raffles City Shopping Centre (RCSC) scored a number of firsts in 2007. It hosted the fashionable ‘EcoLuxe’ which congregated in Singapore for the first time. Shoppers were treated to an assortment of eco-friendly merchandise, ranging from bags, jewellery, ready-to-wear apparel to home accessories by three talented designers, Sarah Ratty, Katelyn Aslett and Peri Drysdale, from the United Kingdom, Australia and New Zealand respectively.

RCSC also organised its first outdoor gourmet food & wine carnival – presenting shoppers with Indian, Turkish, Russian, Mediterranean and Western cuisine in an alfresco setting complete with live entertainment. The carnival was very popular as shoppers who dined at RCSC’s various F&B outlets were also rewarded with chances to win dining vouchers.

RCSC presented ‘Spring in the City’ for the 14th consecutive year. RCSC’s annual Lunar New Year festive celebrations treated shoppers to exclusive shopping rewards and engaging performances from different provinces of China. The mall also partnered Tourism Australia for the fifth year to present an immersive showcase of designer jewellery, contemporary art pieces and gourmet products by Bondi Chai, JamFactory and Splatter.

Other than a strategic alliance with Visa, RCSC also partnered the National Arts Council to showcase ‘Proteo Project Vertical Dance’ - an elegant performance which had Italian dancers moving on the building façade in the accompaniment of live music.

JURONG ENTERTAINMENT centre
A variety of marketing activities were organised throughout the year to entertain students and young who have since made Jurong Entertainment Centre (JEC) their favourite haunt. These included the March School Holidays’ ‘3 on 3 Basketball Tournament’, ‘Campus Reporter’ with Safra Radio, ‘Anugerah Singing Competition’ with Mediacorp TV 12 and variety talk shows with Mediacorp Channel 8. JEC also works closely and regularly with government authorities, as well as family and grassroots organisations to host community-based events, such as SWCDC’s ‘Lunch Time Concert’ and ‘Job Fair Week’.

HOUGANG PLAZA & RIVERVALE MALL
Hougang Plaza and Rivervale Mall held a variety of sales promotions and roadshows in 2007. Roadshows by skincare and health care providers, car dealerships and financial institutions added a different dimension of retailing at the malls. Throughout the year, a variety of push cart operators and promotional space vendors were brought in to add depth to the tenant mix. These added retail offerings were appreciated by the working mums and families living in the locality.