Joint campaign for Lunar festival

Corporate February 06, 2018 01:00

By THE NATION

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SIAM PIWAT CO LTD, owner and operator of Siam Paragon, Siam Center and Siam Discovery under “One Siam,” together with KBank Credit Card, have spent a campaign budget of Bt50 million for the upcoming Chinese New Year celebration.



The campaign “Siam Delightful Chinese New Year” has been launched to attract both Thai and international shoppers to experience the excitement throughout the Siam area. With more than 999 Chinese lanterns, imported performances from China, auspicious events, as well as promotions and special prizes, the campaign aims to draw both Thai and international tourists to the shopping areas through March 11 this year.

Mayuree Chaipromprasith, senior executive vice president/marketing of Siam Piwat Co Ltd, said that to welcome the shopping season and the high season of tourism at the beginning of the year, the company has launched the “Siam Delightful Chinese New Year” campaign, thanks to its synergy as “One Siam” to celebrate the Chinese New Year. 

The three shopping centers offer different types of activities, which will focus on new experience and innovations, and create something new to impress our customers. 

Moreover, the company has decorated the shopping centres to create a auspicious atmosphere during the beginning of the year, emphasising our shopping centers as the number one destination in Bangkok.

“Under the ‘One Siam’ concept, Siam Paragon, Siam Center and Siam Discovery as one of the leading retailers in Thailand, we are confident that the number of visitors to three shopping centers will increase by more than 20 per cent during the period with higher spending. 

This corresponds to the rising traffic and strong tourism growth, which is expected to rise by 9 per cent annually. 

For this year, we have a strategy to reach targeted tourists by focusing more on the fully independent traveler or FIT,” she said. 

According to the Association of Thai Travel Agents (ATTA), the number and spending per head of FIT have increased largely during the past year. 

Hence, we will focus on this group of customers because they have strong purchasing power, especially Chinese tourists who love branded products and are ready to spend their money. 

The incoming Chinese New Year will be a long holiday of about 15-30 days, the Chinese tourists will travel abroad and one of the most popular destinations is Bangkok. 

The Tourism Authority of Thailand expects that in 2018, the Chinese tourist market will generate revenue of Bt5.61 billion, an increase of 10.5 per cent from the previous year with average spending of Bt55,000 per person per trip, rising 4.38 per cent from the previous year. Businesses that will benefit from rising spending include hotels, retail and shopping, and food. 

Chanisa Kaewruen, senior deputy managing director for marketing event and business relationship division, said that under the theme of “Lantern Festival”, this year’s event will be illuminated with 999 dazzling sculpted lanterns that symbolise prosperity to welcome the Chinese New Year. 

The installations in the shape of 12 Chinese zodiac animals measuring 2.5 metres in height dot the open space, dwarfed by the 5-metre-tall dog-shaped centerpiece marking the Year of the Dog.