Thailand’s Central invests $14.3m for ‘The Greatest Chinese New Year 2024’ campaign

The campaign runs from 10 to 20 January.

Central Pattana, operator of Central shopping centres in Thailand, and Central Department Store Co. are investing about $14.3m (THB500m) for its “The Great Chinese New Year 2024” campaign which is expected to result in over $427.9m (THB15b) in revenue over the campaign period.

In a statement, Central said the campaign for the first quarter, which will be implemented across 39 branches, highlights its reputation “as the best celebration landmark for all festivals” where visitors can shop, worship, and spend leisure time in one place.

The campaign targets three groups which include Thai-Chinese consumers, the new generation, and tourists, particularly Malaysian and Chinese tourists who were amongst the leading groups who visit Thailand, said Nattakit Tangpoonsinthana, chief marketing officer for Central Pattana.

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“The campaign is also in line with the government’s ‘Easy E-Receipt’ scheme, which will further stimulate spending in the first quarter of 2024. We expect to see a 20% increase in customer traffic nationwide in addition to more than 15 billion baht in cash flow during the campaign,” Nattakit added.

Central said the campaign will be anchored on three strategies. The first is the “Powerful Tourism and Economic Boosters” which will include packages for tourists to travel across 15 shopping centres, and offer promotions, amongst others.

The second strategy is the Destimnation of the Enriched Culture which will allow shoppers to shop, pay respects, dine and travel. This will entail the installation of deity shrines across Central Shopping Centres Nationwide.

Lastly, it will transform shopping centres and department stores into “Dragon Kigndoms” in partnership with French artist Jeanne Detallante. Central Pattana is also tapping local artists to create sculptures of 17 dragons to reflect “local essence.”

$1 = THB35.05