TITLE

Raffles City revamps with experiential sell

AUTHOR(S)
Hamdi, Raini
PUB. DATE
February 2004
SOURCE
Media: Asia's Media & Marketing Newspaper;2/27/2004, p13
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
Raffles City Shopping Centre in Singapore is repositioning its brand image to emphasise that it is more than just another shopping mall. A "travel guide" concept is being used to position the mall as the place for fashionists and lovers of the arts, due to its location near the historical City Hall and the city's newest culture and theatre venue, The Esplanade on the Bay. Raffles City has printed thousands of leaflets, which look like covers of a travel guide for distribution to shoppers on site and at rival shopping areas. The leaflets proclaim the centre as "the next best city" to London, Bangkok and Milan and were created by Ogilvy Action. The campaign was based on consumer perceptions of Raffles City as both a shopping mall and a meeting point/destination, due to the close proximity of the City Hall urban railway station.
ACCESSION #
12528637

 

Related Articles

  • Tuning in.  // Adweek Western Edition;7/15/96, Vol. 46 Issue 29, p27 

    Provides information on the campaign for the Beverly Center mall that employs a variety of media to telegraph its `Don't Blend In' theme. Tagline of the shopping center; Broadcast of the campaign.

  • Shopping as it should be: Welcome to The Mall. Ford, Ken // European Retail Digest;Spring2004, Issue 41, p10 

    Presents information on The Mall, a shopping mall in Great Britain. Features of The Mall; Benefits of the mall for retailers; Plans of The Mall for contributing to the shopping centre industry; Factors that contributed to the promotion of their brand standards.

  • SILVER SHOPPING ON THE UK HIGH STREET. Howard, Elizabeth // Retail Digest;Summer2008, p10 

    The article examines the consumer behavior of most people in Great Britain. Shopping in the locality has become an activity among the people as shopping centers continue to emerge. People show so much interest in shopping inspiring most businessmen to offer better services to cope with the...

  • Fall of the mega-mall. Muller, Joan // Finweek;9/28/2006, p46 

    The article reports on the South Africa Council of Shopping Centres, an organization of shopping center developers in South Africa. The group plans to create more pedestrian-type shopping malls in response to consumer desire to shop in a natural, open-air environment. The pedestrian-type mall...

  • DOUBLE-ACTION SCREENS.  // In-Store;Sep2006, p17 

    The article reports that Drake Circus, a shopping center in central Plymouth, England has done a deal with advertising and communications specialist ScreenFX to design, manage and install five infoPods for use of the malls's visitors. These infoPods are freestanding information points that...

  • Festive Spirits Soar At Malls. Anand, Bhawana // Point-of-Purchase;Oct2014, Vol. 10 Issue 3, p50 

    The article discusses the necessity for malls in India to create a festive atmosphere following the evolution of malls from a shopping destination to a place for relaxation and enjoyment. Topics discussed include decorations for the Diwali Fiesta, basic points to consider when decorating malls...

  • Selling Its Story. Cruz, Sherri // Orange County Business Journal;12/3/2007, Vol. 30 Issue 49, p18 

    The article discusses issues related to brand image crafting for Bella Terra in Huntington Beach, California. The mall owner, DJM Capital Partners Inc. has tasked branding expert Linda Berman to develop a story for Bella Terra that would distinguish the mall among others. Berman noted that...

  • Mall ad draws more attention than expected.  // Marketing News;4/11/86, Vol. 20 Issue 8, p10 

    The article focuses on the controversy surrounding a newspaper advertisement for Vallco Fashion Park, a shopping mall in Cupertino, California. According to local feminist groups, the advertisement, which features Santa Clara County Sheriff Robert Winter, and its headline, Crimes of Fashion,...

  • Largest shopping centers in Tucson. Yager, Tanya // Inside Tucson Business;07/19/99, Vol. 9 Issue 17, p18 

    Presents a listing of the largest shopping centers in Tucson, Arizona, ranked by gross square footage. Includes Tucson Place; Santa Cruz Plaza; Crossroads Festival.

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics