Shopping mall operators have budgeted big for one of the major seasonal campaigns - Chinese New Year - which this year coincides with Valentine's Day.
Siam Piwat will spend Bt5 million to kick off the Chinese New Year and Valentine campaigns aimed at increasing shopper traffic at Siam Centre and Siam Discovery by 20 per cent.
The company's total promotional budget this year runs to over Bt300 million for 280 events.
Pegged as "53 Love & Fortune", the first seasonal activity of this year will be held from Thursday to the end of the month, Siriphen Intuputi, a marketing and public relations officer for the two shopping malls, said yesterday.
Seacon Square, a shopping complex on Srinakarin Road, will host a Chinese New Year celebration, together with Valentine's Day, called "Chinese New Year with Love 2010 at Seacon Square ", in cooperation with the Chinese Embassy.
The event marking the 35th anniversary of Sino-Thai relations will be held from February 12-16 at the mall's main atrium.
Features include Chinese traditional dance, a bird folklore sound show, a magic show, traditional music and an exhibition on the Chinese "Miracle of Love" legend.
Funds will also be raised for the Cardiac Children Foundation of Thailand.
Central Pattana, the country's leading retail developer, in cooperation with partners including the Tourism Authority of Thailand, will splurge over Bt100 million on welcoming the coming Chinese New Year.
The Great Chinese New Year Sale by CentralWorld, CentralPlaza and CentralFestival Pattaya Beach will be held also to celebrate the 35th anniversary of Thai-Sino diplomatic relations.
Over 100 spectacular events will be held during the campaign, such as a performance by an orchestra mixing Chinese-style opera with dancing fountains. It will be conducted by world famous conductor Bundit Ungrangsee, coupled with rare shows from 10 provinces from every region of China and amazing lucky dragon dances.
The campaign lasts for one month starting on Thursday.
