PAVILION KUALA LUMPUR JOURNEY OF TASTE
TIMELINE SEPTEMBER 2015 JOURNEY OF TASTE only at PAVILION KUALA LUMPUR, Malaysia s premier shopping destination
PARTNERSHIPS
1 OBJECTIVE Elevate the positioning of Pavilion Kuala Lumpur as a defining authority in dining STRATEGY Harnessing USP to achieve objectives Reinforce tenants positioning Dining with a difference Celebrity/Award Winning Chefs in PKL Targeted A&P Campaigns with spend ACTION PLAN 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
2 OBJECTIVE Increase footfall by 10% in the month of September (300,000 pax, based on 3 million visits per month) STRATEGY 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 ACTION PLAN 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
EVENTS & PROMOTIONS
SPECIALS JOURNEY OF TASTE PASSPORT 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 PRIVATE DINING BIDDING 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
EVENTS GRAND PALACE X HENNESSY Hosted by Hennessy X.O Appreciation Grows 2015, in conjunction with their 250 th 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 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 TUSCANY Serving 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 PICNIC Showcasing 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!
EVENTS CONNECTION BLOCK PARTY 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 WORKSHOPS Xiao Long Bao Din Tai Fung Master Cass Michelin star chef from HK/Taipei to host workshop Quivo Cocktail Mixology TWG Tea Connoisseur Pavilion Junior 12 Cupcakes Decorating Azzurro Café Coffee Appreciation
EVENTS WORKSHOPS Ichiban Boshi Tuna Carving Spasso Milano Wine Appreciation Chakri Palace Thai Desserts IL Faro / Michaelangelo s Pizza Making Serai @ Pavilion KL Malaysian Favourites Pavilion Junior The Counter Burger Building
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
SOCIAL MEDIA CONTEST 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 PLATFORMS Facebook (360k followers) Twitter (8500 followers) Line (148k followers) Instagram (4900 followers)
ADVERTISING & BRANDING
COMMUNICATIONS 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 BELOW THE LINE FLYERS EVENTS CALENDER
COMMUNICATIONS BELOW THE LINE STANDEES ELECTRONIC STANDEES
COMMUNICATIONS BELOW THE LINE BUNTINGS
COMMUNICATIONS BELOW THE LINE WEBSITE EDM
VISUAL MERCHANDISING
DISPLAYS