Central Pattana plc., operator of centralwOrld, CentralPlaza, CentralFestival, and Central Phuket and Thailand's first luxury outlet Central Village, has prepared to drive the Thai economy by investing over 400 million baht in marketing in the fourth quarter this year to launch "Forward Happiness 2022" campaign under the strategy "Destination Plus+" to create "The Best Thailand's Happiness Landmarks".
The campaign will reinforce the strength of the nationwide network of Central shopping centers, which will total 35 across the country by the end of this year. Aimed at delivering happiness to customers to thank them for being with Central Pattana through its history over 40 years, the company will join forces with partners including credit cards such as Central The 1, Citi, Government Savings Bank, Kasikornbank, Krungsri, Krungsri First Choice Visa, KTC, Siam Commercial, ttb, TMB and Thanachart, as well as Dolfin app operated by Central JD Fintech, The 1 Central, and NIM Express.
The campaign is expected to increase visitor traffic by 30% from last year. Central shopping centers across the country will be turned into "The Best Thailand's Happiness Landmarks" with the festival of lights and color with emoticons & positive word to spread out happiness and positive energy.
For the first time, The 1 members can exchange their points for discounts at participating shops, including 150 top brands and over 900 outlets, any time throughout the campaign. They can also enjoy the "Gift Market" festival that will be the venue for a million gifts, a new and unique countdown and over 100 other events at the year's end such as a Dream Vacations & Travel Fair 2021 @ Central World.
Dr. Nattakit Tangpoonsinthana, Executive Vice President of Marketing of Central Pattana Plc., said, "Thailand is ready to be the 'purposeful destination' to celebrate the year's end, while Central Pattana is ready to support it and promote Thailand as a 'world-class landmark' utilizing the strength of the nationwide network of Central shopping centers. We will capture the global trend of 'shop & travel with purpose' at the end of this year. This will contribute to the economy significantly and boost tourism economies, while distributing income to communities and their economies."
"We have prepared a market budget of over 400 million baht to drive the Thai economy through the Forwarding Happiness 2022 campaign throughout the fourth quarter this year. This will also support the government plan to open up the country to Thai and foreign tourists."
"It will also stimulate the economy at the national and local levels, while strengthen 'local essence' and identity, reflecting on our care for the community. We have been partering with TAT, airlines, hotels and local markets to help stimulate overall Thai economy on every level. We are confident the Thai tourism and retail sectors will recover in this quarter."
With 35 Central shopping centers across the country at the end of this year, the company has launched the strategy "Destination Plus+" to ensure a full range of options and experiences customers receive from Central, including the followings:
Destination + Experience & Happiness Moment
This will be built via the reinforcement of customer experience and the connection of the "shop and travel ecosystem" under the concept of "art heals and music heals" to create happiness. Central shopping centers across the country will be turned into "The Best Thailand's Happiness Landmarks" with highlights such as:
- centralwOrld will feature the tallest Christmas tree in Southeast Asia.
- Central Chiangrai will feature the first and only Christmas tree designed and produced by DoiTung, showcasing local identity and community participation.
- Central Ayutthaya will feature the Yeesun-inspired Christmas tree which is a flower that commonly grown dated back in Ayutthaya era.
- Central EastVille will create an ice-skating rink surrounding a giant Christmas tree.
Visitors will have a different and more fun experience with Line Stickers available for download. Central will also hold a CSR event with NIM Express to offer opportunities for customers to forward happiness to others. They can also buy gifts in the Gift Market and send them to communities affected by the COVID-19 pandemic.
Destination + Safety Standard
The strict "Central Hygiene & Safety Safe Plus+" measures will be maintained to ensure confidence of all customers and visitors to Central shopping centers. In addition, the "Smart & Healthy Building" innovation is being rolled out at all shopping centers to upgrade their air-conditioning and filtering systems.
Destination + Local Economic Booster
The campaign will distribute income to the community. Christmas trees will be decorated in a way that celebrate the community identity. Moreover, the Gift Markets will be venues to sell community products.
According to Dr. Nattakit, Thailand is ready to become the world-class tourism destination as it has the "six attributes of tourism destination" which are:
Mrs. Pattaraporn Penprapat, Head of Commercialization of Central Pattana, said, "There are 3 target groups of the 'Forward Happiness 2022' campaign which are the 'wealth & high spenders' who have a high purchasing power. They tend to go for products and experiences that are new and different. Sometimes, they decide on what to buy online but want to test the real products and buy them from physical stores."
"We have designed 'CENTRAL PATTANA VIP PROGRAM' for this target group. Those who join at participating shopping centers will receive special benefits as follows:"
Special Benefit 1
The customers will receive a cash voucher of 10,000 baht for spending 300,000 baht or a cash voucher of 1,000 baht for spending 50,000 baht at participating shopping centers.
Special Benefit 2
The customers receive the rights to become The 1 Exclusive members for accumulated spending of 300,000 baht at participating shopping centers by 31 Dec 21.
Special Benefit 3
The top spender with the highest spending at each participating shopping center who has spent at least 500,000 baht by 31 Dec 21 will receive a yacht trip package with two nights at Hilton Pattaya worth over one million baht.
For general customers, they can collect and exchange The 1 points to receive discounts at participating shops any time. They can also exchange points to receive discounts on The 1 Application, exchange 300 points for a discount of 300 baht for fashion products, and exchange 100 points for a discount of 100 points at restaurants. In addition, The 1 members can receive The 1 Exclusive benefit to exchange 500 points for a discount of 1,000 baht after reaching conditions by shopping at participating shops.
Moreover, holders of participating credit cards can receive more promotions including a 25%* cashback. Customers must register at the gift exchange points of the shopping centers to receive the rights. Conditions set by the company or bank apply.
Non-Thai customers who shop at "tourist destination" shopping centers, which are centralwOrld, Central Village, Central Chiangmai, Central Chiangmai Airport, Central Pattaya Beach, Central Marina Pattaya, Central Samui and Central Phuket, can enjoy benefits offered by participating financial institutions and credit card companies such as VISA, ALIPAY, JCB, Master Card and UnionPay, as well as top airlines such as Etihad and Cathay Pacific. In addition, they can apply for The 1 Tourist Card and immediately receive a fabric bag from NARAYA.
Dr. Nattakit said, "Central Pattana has been with the Thai people for more than 40 years. We are determined to operate our business in a sustainable way for the benefits of all stakeholders, while delivering the value and belief in 'Community at Heart' principle as part of this campaign. We also help the community build their identity and strengthen their economy and income. In this year, we organize Gift Markets at various shopping centers where specially-designed community products will be sold as gifts."
"Other highlights include Mork Pan Wa, a 14-meter tall colorful DoiTung x Central Chiangrai Christmas Tree, the one of its kind, decorated with natural materials of 1,000 meters and craft ornaments from DoiTung such as bamboo, pine, woven butterflies and dyed silk. Colors used are inspired by identity costumes of the ethnic groups of Chiang Rai."
In addition, the Chiangrai Dancing Flower x Chiangrai Youth Orchestra event will be held under 'The Harmony & Melody' theme to present music, flowers and culture of Chiang Rai.
The "Forwarding Happiness 2022" campaign will be available at Central shopping centers from 12 November 2021 to 6 January 2022 to help the Thai people send happiness and move forward together as Central Pattana believes happiness will drive everyone to keep walking.
The company will continue to open new shopping centers in according to its plan, which will help drive the economy and the country. Central Si Racha was recently opened on 27 October 2021, while Central Ayutthaya will be opened on 30 November 2021.