Tuesday, May 23, 2006
[RealEdge] TodayOnline: Mall makeover
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Mall makeover Tuesday • May 23, 2006 Shobha Tsering Bhalla shobha@newstoday.com.sg PITCHING a shopping mall to the upmarket and hip set may seem like a risky commercial strategy in a country where every other prime locality shopping centre seems to be doing just that. But over the past month — even before its launch last week — the revamped Marina Square has been pulling in the crowds in an area normally considered quiet by Orchard Road's busy retail standards. So much so that it is able to charge rentals comparable to those at Orchard Road said Mr Lim Yue Khim group general manager of Marina Centre Holdings (MCH), owners of the mall. Their $100 million makeover is the most extensive for any mall here. To market the mall, MCH is launching a two-and-a-half month marketing campaign from May 18 till the end of July. The campaign, which is believed to cost quite a "substantial amount" according to Mr Lim, consists of print advertisements, television commercials, outdoor advertising panels and even a one-minute television drama consisting of six episodes. The drama, which revolves around the theme of "love at Marina Square" features MediaCorp artiste Adrian Pang and well-known TV compere Kim Ng. Besides a new look, shoppers can also choose from 300 outlets. Seventy per cent of these outlets are new, including sleekly designed fashion stops such as luxury watch retailers Longines and British high street fashion retailers Miss Selfridge. MCH's Mr Lim said the new tenant mix was a conscious decision to differentiate Marina from suburban malls and create a magnet to attract shoppers to town. He expects the revamp to pull in at least 2 million shoppers a month, up from 1.5 million. As part of the re-launch, Marina Square will stay open until midnight every Friday and Saturday during the Great Singapore Sale. | |
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