Raffles City revamps with experiential sell

Hamdi, Raini
February 2004
Media: Asia's Media & Marketing Newspaper;2/27/2004, p13
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.


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