PAVILION KUALA LUMPUR ‘JOURNEY OF TASTE’

TIMELINE

SEPTEMBER 2015

‘JOURNEY OF TASTE’

only at

PAVILION KUALA LUMPUR,

Malaysia’s premier shopping destination

PARTNERSHIPS

Promote dining options (many firsts & concept dining) at various price points catered to all types of shoppers through Journey of Taste Passport

Promote signature dishes, dining services and private rooms

Spend campaign and redemptions to promote dining

Exclusive TV programme tie-ups

Harnessing USP to achieve objectives

Reinforce tenants positioning

Dining with a difference

Celebrity/Award Winning Chefs in PKL

Targeted A&P Campaigns with spend

Elevate the positioning of Pavilion Kuala Lumpur

as a defining authority in dining

OBJECTIVE

STRATEGY

ACTION PLAN

1

Exclusive partnership with Citibank, to create exclusive promotions with tenants Leverage on partners database for events

Press conference & launch

Pre & post release to media

Media & Social Media Engagements

Social Media Competitions

Private dining bidding

Ensure publicity of the highest value across all segments

Smart partnerships with key businesses in the trade

Highly publicize events in key media

Unique & exclusive events

Increase footfall by 10% in the month of September

(300,000 pax, based on 3 million visits per month)

OBJECTIVE

STRATEGY

ACTION PLAN

2

EVENTS

&

PROMOTIONS

‘Journey of Taste’ passport created for shoppers to taste their way around the world, promoting diverse dining options.

� Highlighting participating outlets’ signature dish & drinks and special offers.

� Includes cross promotions, value packages & off peak specials

� BE REWARDED:

� Receive a stamp with minimum spend of RM100 at participating outlets. Receive a RM50 voucher/complimentary food item with every 5 stamps.

SPECIALS

JOURNEY OF TASTE PASSPORT

� LUCKY DRAW:

� Every fully stamped passport entitles you to a

chance. (10 stamps)

� Stand a chance to win return Business Class

flights for two to Europe on Turkish Airlines with

our lucky draw.

� Look forward to a world class experience with

Turkish Airlines – named ‘Best Airline in

Europe’, ‘Best Business Class Onboard

Catering’, and ‘Best Business Class Lounge in

Dining’ in 2014 Skytrax World Airline Awards.

SPECIALS

JOURNEY OF TASTE PASSPORT

� Off Peak Specials only from 2pm – 6pm:

� 20% discount

� Additional 10% discount for Citibank cardholders & ‘Journey of Taste’ passport holders

SPECIALS

JOURNEY OF TASTE PASSPORT

� Partnering TimeOut KL to create bidding app/ page

� Shopper Bidding - Highlighting private dining options

for every occasion and special menus.

� 10 high value F&B packages, bids starting at

RM50.00

� Area to be dressed up based on theme.

- Bankers/Corporate – Celadon

- Birthdays – Fish & Co.

- ‘Secretary Day’ – Chakri Palace

- Power Lunch – Serai @ Pavilion KL

- Wedding Planners – Grand Palace

- Bachelor/Bachelorette – Soju Bar

SPECIALS

PRIVATE DINING BIDDING

Hosted by Hennessy X.O Appreciation Grows 2015, in conjunction with their

250th anniversary.

� Location: Grand Palace, Level 6

� Targeting 600 pax, 60 tables

� Guests dine and mingle with acclaimed chefs and celebrities, as a pre celebration

of the Hennessy X.O Appreciation Grows 2015.

EVENTS

GRAND PALACE X HENNESSY

EVENTS

DUMPLING PARTY

Showcasing the best of Chinese flavours while garnished with warm Asian hospitality

only at Din Tai Fung, Pavilion KL ‘Journey of Taste’.

� Location: Din Tai Fung, Level 6

� Targeting 200 pax – media & guests

� In conjunction with Din Tai Fung’s re-opening, Michelin star chef from HK will be in

town to conduct ‘Xiao Long Bao’ master classes and re-launch the largest

Din Tai Fung store in Malaysia.

EVENTS

AMAZING TUSCANYServing up a gastronomical journey featuring famous and exquisite flavours from

the city of Arezzo, east of Tuscany.

� Location: Azzurro Cafe, Level 2

� Date: 14 September 2015

� Targeting 200 pax

� Hosted by the Embassy of Italy & Italian Trade Commission

� Celebrated Italian Chef to create special truffle menu, complimented by

Strada Del Vino wines

EVENTS

BRUICHLADDICH TASTING EVENT Single Malt Whisky made from 100% Scottish Barley exclusive tasting party.

� Location: Luxury/Couture Tenant

� Targeting 200 pax

� Bruichladdich Master Class with Brand Ambassador, Murray Campbell.

EVENTS

THE MALAYSIAN EXPERIENCE

� Location: Serai @ Pavilion KL, Level 7, Dining Loft

� Targeting 200 pax – media, guests & VIPs

� In conjunction with Serai @ Pavilion KL’s grand opening, discover a smorgasbord

of authentic Malaysian cuisine and local entertainment.

EVENTS

THE GREAT PICNICShowcasing the best of Great Britain in conjunction with the GREAT Campaign,

Pavilion KL ‘Journey of Taste’.

� Targeting 500 pax

� Hosted by the British High Commission

� Picnic in an urban jungle, featuring delights from the Great Britain:

� BEN’S

� Fish & Co.

� Tom, Dick & Harry’s

� Malone’s

� Delectable Treats!

Celebrating a great range of food and beer, in conjunction with Pavilion KL ‘Journey of Taste’

� Location: Connection Precinct, Level 3 & 4

� Partner: Carlsberg Group Malaysia

� Highlighting different beers each week OR pairing a type of beer to each tenant at the

precinct according to type of cuisine/country.

� Food & Beer Pairing

� Musical performances, pockets of activities, displays and free flow of beer

EVENTS

CONNECTION BLOCK PARTY

‘Xiao Long Bao’ Din Tai Fung Master Cass

Pavilion Junior 12 Cupcakes Decorating

Azzurro Café Coffee Appreciation

EVENTS

WORKSHOPSMichelin star chef

from HK/Taipei

to host workshop

TWG Tea Connoisseur

Quivo Cocktail Mixology

Ichiban Boshi Tuna Carving

Spasso Milano Wine Appreciation

Chakri Palace Thai Desserts

IL Faro / Michaelangelo’sPizza Making

Serai @ Pavilion KL Malaysian Favourites

Pavilion Junior The Counter Burger Building

EVENTS

WORKSHOPS

PROMOTION AREA – COUTURE PRECINCT

LA MAISON REMY MARTIN

� Location: Couture Precinct, Level 3 (in front of Hermes)

� GWP/PWP with spend at Couture Precinct

� Spend RM1,000.00 in a single receipt at Couture Precinct, to enjoy specially crafted

cocktails.

PROMOTION AREA – FASHION AVENUE PRECINCT

SOMERSBY CIDERLAND

� Location: Fashion Avenue, Level 2 & 3

� GWP/PWP with spend at Fashion Avenue Precinct

� Spend RM200.00 in a single receipt at Fashion Avenue Precinct, to enjoy Somersby

Ciders.

PROMOTION AREA – TOKYO STREET PRECINCT

JUGOYA JAPANESE FULL MOON FESTIVAL

Tantalize your taste buds for a festival of authentic Japanese delicacies and feast a wide array of moon cakes.

� Location: Tokyo Street, Level 6

� A selection of over 15 brands/hotels selling traditional and contemporary flavoured Mooncakes

� Demonstrations at Tokyo Street’s Nakamise

� Other Discoveries:

� Ichi Zen – Sushi Making

� Matcha Hero – Green Tea Preparation

� Mochi Sweets – Mochi Making

� Tokyo Teppan – Soba/Udon Making

PROMOTION AREA – DINING LOFT PRECINCT

JOURNEY OF ICE CREAM

� Location: Dining Loft, Level 7

� A selection of Ice Cream, Soft Serve & Gelato from:

� Moo Cow

� Milk Cow

� Gelatomio Lounge

� Gelato Fruity

� Kindori

� J.Pop

� Ice Cream Potong

SOCIAL

MEDIA

� Show us your food journey in Pavilion KL to win scrumptious prizes

� Hashtag #journeyoftastepkl and tag @pavilionkualalumpur on your Instagram

� Best picture with most likes to win:

• Grand Prize – RM500 dining voucher

• 5 x Consolation Prizes – RM200 dining voucher

SOCIAL MEDIA CONTEST

Facebook

(360k followers)Twitter

(8500 followers)

Instagram

(4900 followers)

Line

(148k followers)

SOCIAL MEDIA PLATFORMS

ADVERTISING

&

BRANDING

ABOVE THE LINE

• 2 insertions in The Star Metro

• Exclusive tie up with an Official TV channel

• Magazines – TimeOut KL

• Websites – TimeOut KL

• Mobile App – TimeOut KL Mobile App

COMMUNICATIONS

EVENTS CALENDER

COMMUNICATIONS

BELOW THE LINE

FLYERS

COMMUNICATIONS

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STANDEES ELECTRONIC STANDEES

COMMUNICATIONS

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BUNTINGS

BELOW THE LINE

COMMUNICATIONS

WEBSITE

EDM

VISUAL

MERCHANDISING

DISPLAYS