Central Pattana plc, is joining hands with global brand character ‘Pokémon’ to create ‘The World of Pokémon’, with total investment of 600 million baht to launch ‘The Great Celebration 2024’ and create three major sensational co-creations with world-class partners, global platforms and major national music labels.
With all three co-creations, Central Pattana is ready to move forward to stimulate the economy and spur tourism in the 4th quarter, ensuring that Central shopping centers become a global destination for happy festive celebrations. This highlights Thailand’s reputation as the ‘Best Holiday Destination’ for people from around the world. ‘The Great Celebration 2024’ campaign runs from 1 November 2023 to 7 January 2024 and is expected to increase customer traffic by more than 25-30% nationwide.
Dr. Nattakit Tangpoonsinthana, Chief Marketing Officer for Central Pattana plc, said: “We would like to ensure that Thailand becomes the ‘Best Holiday Destination’ for people from around the world with our Central shopping centers as a global destination for happy festive celebrations. Every year, we hold global events and bring world-class characters for Thai people to experience up close. With over 600 million baht in investment for year-end campaign, we are also bringing the world-popular Pokémon, a global brand character from Japan, to create great happiness in Southeast Asia in ‘The Great Celebration 2024’ campaign. We will make sure to bring happy global events packed with fun activities throughout the 4th quarter of Thailand’s peak season. This is to highlight Thailand’s reputation as a world-class landmark that everyone wants to visit and join the celebrations at the end of the year.”
Becoming no.1 with strategy of ‘Co-creating World Happiness’ to create world-class fun and entertainment at the end of the year, including:
1. Co–creation Global Partner – joining hands with global partner ‘The Pokémon Company’ to establish the sensational ‘Pokémon Outbreak Takeover’, the largest event in Southeast Asia, where Pokémon brings happiness throughout Thailand with the ‘Journey of Joy Decorations’ at 39 branches nationwide. Discover:
- For the first time in Thailand a giant 15-meter-high inflatable Pikachu in front of centralwOrld, comparable to a 3-story building in height
- 38 Pikachu Thunderbolt Christmas trees that shine lights of happiness
- Pokémon Collab Collections from leading brands such as RAVIPA, goodgoods, GussDamnGood, Pacamara and Spaghetti Factory
- All Pokémon fans and collectors – don’t miss out on the super cute Happy Holidays special collection of Pokémon, super cute designs and items licensed from Japan. Special collections to Central Pattana only, such as 2-in-1 pillow blanket, tumbler, travel bag set, and keychain
Special promotions from Pokémon and Central Pattana: Trip to Japan and Pokémon Center with Pokémon Center Voucher (two tickets per prize, ten prizes in total) and an important ‘Central Life X Catching Happiness Mission’ for members who collect the highest points of the week – get a free Pokémon doll set from Japan.
2. Co–creation Music Marketing – creating an emotional connection through newly-composed songs to give away happiness and share impressive moments during the festive season. The music production is supervised by Mr. Panot Khunprasert or ‘Not GETSUNOVA’ in collaboration with five-member girl group ‘VIIS’ from G’NEST under GMM MUSIC for the songs and music videos, which also includes special actors from popular series. The music videos will be launched on 1st November, the first day of ‘The Great Celebration 2024’ campaign.
This helps to put forward Thailand’s soft power and supports artists from the new generation of pop to enter the world stage, following government policy.
3. Co–creation O2O festive campaign on global platforms Meta and TikTok to meet the functional part (rewards and challenges) and emotional value (fun and new experiences), and a chance to win very special prizes.
- Collaborating with Meta to create a campaign that drives O2O experiences through the most challenging AR filter gamification on the platforms Facebook/Instagram of Central Pattana; win prizes through the Central Life X application
- Joining hands with TIKTOK to create more from music marketing such as collaborations with content creators in simple hashtag challenges; stay tuned for more details
Bangkok is rated as the most visited city in the world via the website: Travelness.com and according to the Tourism Authority of Thailand, it is expected that by the end of 2023, no fewer than 25 million tourists will have entered Thailand. The latest figures found 19 million tourists have entered Thailand, generating income of approximately 800 billion baht, which meets the set target. Thailand’s top five tourist nationals are from Malaysia (3 million people), China (2.3 million people), South Korea/India (1 million people each) and Russia (960,000 people). It is expected that customer traffic for our shopping centers will increase by approximately 25-30% during the end of year celebrations campaign.
“During the year, we have created world-class happiness experiences that have helped drive the national economy and the 4th quarter is the last part of the curve for several festive celebrations. The Christmas tree lighting event in front of centralwOrld marks the beginning of the New Year festival. In addition to centralwOrld, there will be Christmas trees featuring ‘Cultural Identity’ in four of our branches: 1) Central Chiangrai – Doi Tung’s Mok Panwa Christmas tree with the identities of six tribes, 2) Central Westville – a new landmark Christmas tree in the Ratchaphruek area, woven from natural bamboo – the first and only in Thailand
3) Central Nakhon Si Thammarat – joining with the TAT to create ‘Mahanakhon Light & Sound’, illustrating the way of life of the people of Nakhon Si Thammarat through decorations in the shape of rubber cups and with Kranok patterns from the folk art of Manorah, and 4) Central Chaengwattana, which brings Koh Kret pottery made by Nonthaburi craftsmen assembled into a 5-meter high Christmas tree. Meanwhile, Central shopping centers nationwide will host their grand Christmas markets, which bring together over one million gifts presented in an overseas vibe for the ‘Top 10 Best Christmas Destinations in the World’. End your year wonderfully at the global countdown event at centralwOrld, the Times Square of Asia and Thailand’s best world-class entertainment countdown,” said Dr. Nattakit.
Pokémon is a global brand character originating in 1996. Pokémon has won the hearts of people all over the world in Europe, Asia, and America for more than 27 years, with cute and cool characters that reach all genders and ages through a variety of activities such as Pokémon Trading Card Game, Pokémon Scarlet and Pokémon Violet, Pokémon Unite and Pokémon GO. In 2016, Pokémon made historic success from the launch of ‘Pokémon GO’ with 1billion downloads worldwide – a game that allows Pokémon Trainers to go through super fun adventures on their smartphones. This collaboration will bring the beloved Pokémon characters to Thai people and tourists to experience up close by transforming Central chopping centers across the country into ‘The World of Pokémon’.
Susumu Fukunaga, Corporate Officer, The Pokémon Company, said: “In the past, Pokémon has collaborated with Central Pattana several times. This time, I truly hope that the collaboration between Pokémon and Central Pattana, will excite everyone and generate anticipation, offering happiness and memorable experiences during the festive season at the end of the year. Thai fans can meet special features and key highlights such as, POKÉGENIC, or simply called Photospot for taking photos with Pokémon, will be held at all 36 Central branches., Pokémon Christmas trees at all 38 Central branches, parade and dance show from Pikachu at Central World and Meet & Greet at all branches of Central Shopping Center. Special! First time in Thailand with Play Pokémon Space or Pop-up space in 6 branches to introduce various Pokémon games. There are also many Pokémon merchandise campaigns that everyone can own.”
Discover the great campaign and gift festival at the end of the year, highlighting our shopping centers as a ‘Happiness Landmark’ in ‘The Great Celebration 2024’ campaign. Enjoy the biggest celebration experience overflowing with happiness at Central shopping centers throughout Thailand from 1 November 2023 to 7 January 2024.
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