November 2008
Leo Burnett has launched an advertising campaign “What’s Going On In The West” to boost awareness and generate shopper traffic for the West Coast Plaza, after a S$26 million makeover by Far East Organization, Singapore’s largest private property developer.
West Coast Plaza will have its soft opening this month.
The campaign, which involves print and out-of-home media, features a cosmopolitan family mall built against a bright sunny blue sky to create a relaxed South California lifestyle.
Embodying the tranquil charm of the West Coast of Singapore and embracing a fantastic variety of outlets, West Coast Plaza is positioned as the latest retail oasis in the West offering exceptional shopping experience like no other.
“West Coast Plaza will be a place for every member of the community – local as well as expatriate families living in the West Coast area, students and the working crowd – there is something for everyone, making it an ideal place to relax and rejuvenate,” commented Susan Leng, Deputy Director (Retail Management) at Far East Organization.
“We have confirmed a substantial advertising & promotions programme amounting to S$1.6 million to promote West Coast Plaza over a six week period, from the soft opening right up to Christmas and into the New Year, and are committed to sustaining our A&P efforts to create awareness and generate shopper traffic,“ added Ms Leng.
The campaign will run in local dailies The Straits Times and TODAY, as well as out of home with wrap-arounds on buses and at MRT stations.
Executive Creative Director of Leo Burnett Singapore, Christopher Chiu, said, “The opportunity to work with Far East Organization on West Coast Plaza was simply too good to pass. We felt the direction they wanted to go with this piece of retail property coupled with the strength of its location, could only lead to work that would be as effective as it would be creatively distinct. I'm very pleased with the final creative output we've had thus far and an equal amount of credit should go to the savvy marketing team whom we've had the pleasure of working with to accomplish this.”
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