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CapitaLand Malaysia Mall Trust
Annual Report 2015
Marketing and Promotions
Overview
Sustainability
Business
Review
Portfolio
Details
Corporate
Governance &
Transparency
Portfolio-wide activities
For FY 2015, CMMT’s por tfolio-wide marketing
activities focused on enhancing greater shopping
experience through shopper-centric initiatives to
strengthen shoppers’ affinity with our malls.
In August, the Manager, in collaboration with
CapitaLand, engaged retailers through the ‘Biz+
Series’- a tenant engagement programme comprising
seminars, workshops and networking session with
the aim of adding value to our retailers’ business.
The theme for the 2015 Biz+ Series seminar was
‘Letting Social Media Listening, Analytics and Content
Drive Footfall’ with the key note speaker from Hootsuite.
The session provided participants with useful tips on
how to make use of social media monitoring tools to
enhance branding and increase footfall.
The Manager, in collaboration with CapitaLand,
organised the CapitaLand Malls Grand Draw 2015
to improve shoppers’ shopping experience by
rewarding them with prizes worth a total of RM80,000
between August and October. With more than 8,000
entries received during the contest period, the Grand
Draw garnered media publicity from both print and
digital media.
CAPITASTAR, a multi-store, multi-mall loyalty initiative
that offered shoppers with more rewards was launched
at Gurney Plaza in October 2015 in collaboration with
CapitaLand. CAPITASTAR members can earn STAR$
when shopping at CapitaLand malls in Penang and
these STAR$ are then used to redeem vouchers as
well as promotional gifts. The STAR$ rewards come
on top of the other rewards that shoppers are already
earning, thus giving CAPITASTAR members additional
benefits when shopping at CapitaLand malls.
A portfolio-wide partnership with DiGI Telecommunication
was also initiated from September to November 2015
at Gurney Plaza, Sungei Wang Plaza, The Mines and
East Coast Mall, where more than 130 participating
tenants offered exclusive discounts to shoppers and
rewarded them with premium items.
Mall-centric Activities
Besides implementing our portfolio-wide marketing
activities, each mall also contributed individually to
enhance its unique positioning and brand identity
through various promotional activities.
Gurney Plaza, Penang
Gurney Plaza is positioned as the premier lifestyle
shopping mall in the north of Peninsular Malaysia
and the team fur ther enhanced the positioning
by organising various mall-centered cultural and
international events that are appealing to both local
visitors and tourists. It is also a popular destination for
meet-and-greet sessions with local and international
artistes.
Some of the notable events held at Gurney Plaza in
FY 2015 were Fashion Elevated, French Film and Arts
Festival, Georgetown Festival, The Amazing Japan as
well as the Martell x Bell & Ross private events.
In April 2015, Fashion Elevated, a Spring/Summer
Fashion Showcase was organised featuring eighteen
international models with a special appearance by
celebrity emcee Megan Tan. Exclusive jewellery and
apparel from international fashion labels including
Coach, TSL, Miss Selfridge, Warehouse and Swarovski
were showcased at the runway.
Various festive and family oriented events were also
organised at Gurney Plaza, including Cycle for Charity
and Trick or Treat. Another highlight of the year was
street performer Isaac Hou’s Cyr wheel performance
in conjunction with the Georgetown Festival.
The year ended joyfully with the much loved beagle
in conjunction with the release of Snoopy and Charlie
Brown, The Peanuts Movie where Snoopy made live
appearances at the main atrium against the backdrop
of colourful festive decorations. The mall was also
decked out with 80 Snoopy figurines.
Financials &
Additional
Information
