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JANUARY 6 23 2012

Background

Theme Period Target Audience Budget

: LUCKY NEW YEAR : 25 November - 25 December 2011 : Our Primary target are family with Kids with ages 3 60 years old. and Our Secondary target is Teenager with ages 13 20 years old :

The Year of the Dragon comes about once of twelve years. This year is considered the year of luck because the a part of the Chinese Dragon meaning is good fortune in the areas of health, wealth and living a long, prosperous life. It is believed that anyone who holds an emblem of this divine mythical animal will be protected and safe. This all important ancient symbol is respected and beloved by the Chinese people. Chinatown like Pluit Village is a key focal point for Chinese New Year festivities in the few weeks leading to up to Chinese New Year and a few weeks following that. Visitors can immerse in the entire Chinese cultural experience and experience the festive hustle and bustle simply by walking the streets of Chinatown (ambiance from Mall Decoration) . Chinatown is also where local Chinese congregate year after year to shop for the necessary new year items for the home and to soak in the festive atmosphere. Base on that we also encourage new and loyal customer to shopping with Sales promo incentive program also supported event.

Objective
1. To increase tenant sales, 5 % compare to the same month last year 2. To increase customer traffic 3 % compare to the same month last year 3. To create Public Relation Value Rp. 1.000.000.000

Strategy
1. a) Creating Sales Promo Program : 1. Lucky Ang-Pao Tree (Lucky Dip) 2. Oriental Dream (Lucky Draw) b) Creating Special Offer Sale : - Fashion Night Out( Fashions tenant) - Reunion Rice (F&B Tenant)

2. Creating Event Activity :Barongsai performance,Gu Zheng Music Performance, Mei-mei & Tie-tie Competition, Oriental Coloring Competition, Fashion Show, Beijing Gallery Star Acrobatic Troupe and Many More. 3. The CSR Program Christmas time with orphan Foundation presented by Bina Nusantara Mandarin Club.

Tenant Participant
Tenant participant on this Chinese New year season will be 30% from F&B Tenant and 80% from mix tenant ( Fashion, Kids, Home Appliance, Stationary, Electronic & Gadget, Beauty & Heath. Etc) Tenant supporting prospect : (still on propose) 1. F&B
Fuji Restaurant Tawan Restaurant Raca Suki Hanamasa : Provide Dinner Package Lunch & Dinner voucher : Provide Dinner Package Lunch & Dinner voucher : Provide Dinner Package Lunch & Dinner voucher : Provide Dinner Package Lunch & Dinner vouche : Provide Kids Product ( fashion product, Toys) for Lucky Dip : Provide free ticket for Lucky Dip : Provide Product for lucky Dip : Provide Shoes for Lucky Dip : Provide Shopping Voucher : Provide Electronic Product For Lucky Dip (TV, HP, DVD, Note Book) : Provide Book for Lucky Dip : Provide Voucher & gift

2. KIDS
Kids Station Time Zone

3. FASHION
MATAHARI The Little Things She needs

4. OTHERS
HAW-HAW Fresh Mart Best Denki Gramedia BDay Land BEAUTY & HEALTH Chandra Gupta Rudi Hadisuwarno

5.

: Provide Discount Voucher : Provide Makeup & Hairstylist for Fashionshow

PROMOTION PLAN

PUBLICITY

1.

ATL ( Media Print Add) Tabloid : - Info Pluit Kapuk Magazine (One color Page will be publish on 7th of January2011) News Paper : Suara Pembaruan (waiting for HO arrangement) Jakarta Globe (waiting for HO arrangement) Investor Daily (waiting for HO arrangement) Guo Ji Ri Bao (Sponsor) : Advetorial page full color ( January 6th, 21st & 27th)

Radio Television Web Media

: - Cakrawala (Adlips) : Adlips (January 4th 23th ) for 20 times : - ANTV (Barter Event) : Running Text and Promo Event (Still Propose) : - Detik.com : Advertorial (Still Propose)

PUBLICITY

2.

BTL (Collaterals Period : January 4th January 24th )


a. Baliho / Giant Banner ( 400cm x 600cm ) 2 Pcs of baliho / Giant Banner will be displayed at main Street in front of mall at the intersection point.
b. Flyer ( 10 c m x 21 cm) 10.000 exemplar and will be distribute to our customer, also residence distribution area such as : Pluit & Pantai Indah Kapuk . Flyer will distribute to external 6.000 pcs and internal 4000 Pcs c. Poster ( 75 cm x 100 cm ) 17 Pcs Standing Poster will be displayed around the Mall , Main lobby, Atrium, West and East gate, 1st, 2nd, 3rd and 4th floor.

PUBLICITY

d. Umbul-Umbul ( 100 cm x 400 cm ) Installation 20 Pcs Umbul-umbul at all around Mall e. Sticker Lift ( 50 cm x 210 cm ) 10 set Sticker image of Christmas event will be displayed at main lift (GF, 1st, 2nd, 3rd, 4th, ) to rebranding customer during used the Lift facility

f. Hanging Corridor ( 60 cm x 90 cm ) 500 pcs hanging corridor Will be displayed along corridor at GF, 1st , 2nd, 3rd, and 4th floor
g. Indoor Banner (100cm x 400cm) 16 point with two side (20 pcs) of indoor banner will produces to decorate 2 side of PV atrium west and east

PUBLICITY

Electronic & mobile


SMS Blast 4 times every week on Friday - (PV data base 8417) Will be deliver every Friday before the event, to remain customer about the weekly event also whats in Pluit Village Promo Program
Email Blast 8 times every week on Wednesday & Friday (PV data base 4023) Help promotional event and also help tenant promotion program as a real eye catching picture as well Uber Social / Twitter ( @Pluitvillage ) with 872 follower To grab the community beside from data base that we have as a global market, specially in Jakarta Residence. Face book User : (Pluit Village) Friends : 800 people (Email : tovan@pluitvillage.com password : biawakdanau) To grab the community beside from data base that we have as a global market, specially in Jakarta Residence.

B. PR-Strategy
Timeline
Press release will be sent out on January 5th 12 (Pre event) Media monitoring will be done from January 6th - January 11th Press release will be sent out on December 24th 12 (Post event) Media monitoring will be done from December 25th - January 30th , 12

PR Release
January 5th 12, press releases will be sent out to , detik.com, (*media online) Guo Ji Ri Bao, Moms & Kiddy (*printed media) Media Indonesia, Suara Pembaruan, Kompas, Investor Daily, Jakarta Globe January 2th 11, press release will be sent out to Media Indonesia, Seputar Indonesia, Kompas, Tabloid Media Kawasan (Printed Media)

1) LUCKY ANG-PAO TREE


: January 6th January 23th 2012 : Tenant Voucher, XXI Voucher photo corner voucher, Waterboom Voucher, CNY Souvenir , Timezone Voucher Every purchase Minimum Rp. 200.000 will get Lucky Dip Time period Prize
Mechanism: Receipt doesnt apply multiple Receipt can combine max 3 receipts Receipt valid in the same day Receipt must completed with store name and stamp Receipt must be redeem in Customer Service counter

C. Sales Promotion Program


Total = 744 No 1 3 ** Waterboom Voucher ** XXI Voucher (Only 5 pcs / weekend) 2 ** Time Zone 4 ** Photo Corner Voucher (only 7 pcs / weekend) Item ** Still on propose Qty/Daily Distribution 11 Total/month 200

6 5 7
14 6 37 on the weekday & 49 on the weekend

100 35 49
252 108 744

5
6

CNY Souvenir ( item will be propose)


** Kids Station gimmick

TOTAL

C. Sales Promotion Program


2. ORIENTAL DREAM ( LUCKY DRAW )
Time period Prize : Jan 6th 23rd 2011 : Get Unforgettable experience to China 3D2N tour 2 (Two) person (Airlines & Accommodation only)

Mechanism: - For every Rp. 100.000 purchase in a single receipt, shopper will receive a lucky draw coupon for a change to win the travel prize - Receipt valid in the same day - Receipt must completed with store name and stamp - Receipt must be register at Customer Service counter 1st floor

** Still on propose

No
1 ** Star Cruz Voucher

Item

Total/month

2 2 Sofa Bed 1 3 ** Hotel Voucher 3 4 ** Trans Studio Ticket 6

12 TOTAL

3. GIFT WITH PURCHASE


Time period Prize : Jan 6th 23rd 2011 : 800 Packs of 10 red Angpao package per pack

Mechanism: - Shopper can redeem a limited edition Angpao package free with minimum of Rp. 300.000,- purchase in a single receipt - Shopper need to fill in particulars (Name, address, email address, DOB, HP number) in a shopper redemption form and sign off during redemption. - Receipt valid in the same day - Receipt must completed with store name and stamp - Receipt must be register at Customer Service counter 1st floor

Provide by HO
No Item

1 Special Edition 10 red Angpao Package per pack

Qty/Daily Distribution 44/45

Total/period 800 2400

TOTAL

SALE ACTIVITY
a. FASHION NIGHT OUT (Saturday , January 21, 2012) Time : 8 pm 11pm
On this promo we will collaborate with tenant who sale Fashion Item (Clothes, shoes, Accessories ) to give a special offer up to 70 % or Gift for every purchase at the selected tenant participant

SALE ACTIVITY

b. Reunion Rice (Sunday, January 22rd 2012 ) Time : Lunch ( 12 pm 2pm ) Dinner ( 7pm 9.30pm )
Chinese families would gather for a feast one day before the start of the Lunar New Year. This meal is known as literally "Reunion Rice", rice being the main staple of the Chinese. It is also translated as "Reunion Meal" or "Reunion Dinner", since it is almost always eaten after nightfall as the last meal of the old year.

Pluit Village would arrange with F&B Tenant for reunion package Lunch & Dinner with special price and Menu and also we will collaborate with Photo Studio (Tenant) to give free Photo season during Lunch & Dinner at participating F&B Tenant

MAIN ACTIVITY

a. Lion Dance Performance ( January 6th, 22nd, & 23rd 2012) Venue : Main Atrium Time : 5pm 6pm Lion dance is a form of traditional dance in Chinese culture, in which performers mimic a lion's movements in a lion costume. In Chinese Culture, Lion Dance also represent Luckiness, and Pluit Village would bring this performance on stage to be one of the attractive and festive moment in Chinese new year at Pluit Village.

MAIN ACTIVITY
b. Oriental Coloring Competition Saturday, January 7th 2012 Venue : Grand Atrium Time : 11 am 1 pm
This competition will be held to accommodate Panda Kids Club Members and will be free of registration. We would try to find partnership sponsored (Global Art or Faber Castle) to covered the winner prize. The Winner : The winner would Get : 1st Winner win prize Rp. 500.000 + Sponsor Gift + Trophy 2nd Winner win prize Rp. 300.000 + Sponsor Gift + Trophy 3rd Winner win prize Rp. 200.000 + Sponsor Gift + Trophy 4th Winner win prize Sponsor Gift + Trophy 5th Winner win prize Sponsor Gift + Trophy

MAIN ACTIVITY
c. Mandarin Singer Performance
(January, 7th, & 21st 2012) Venue : Grand Atrium Time : 7pm 9pm Mandarin Singer performance will present Tham Kuang Fuk with one of the largest Chinese community in North Jakarta will bring and invite the crowd to visit Pluit Village.

d. Chinese Drum Performance


(January 8th & 21st 2012) Venue : Grand Atrium Time : 5pm - 6pm The art of music from Chinese culture music would bring the ambiance of Chinese celebration. 3 6 drum performer will play Songs instrument with Chinese Drum and little act of dance during hit the drum

MAIN ACTIVITY
e. Sam Pek Eng Thai (Romance Operette )
(January, 8th 2012 ) Venue : Grand Atrium Time : 6pm 7pm Chinese Love story of Sam Pek Eng Thai its very Famous and inspiring, Pluit Village will bring this Story on stage to be act by Operette actor and actress. Sitting area will setting as a Theatrical Theme so shopper can be watch and enjoy the show comfort.

MAIN ACTIVITY
f. Beijing Gallery Rising Star Acrobatic Troupe
(January, 11th & 14th 2012 ) Venue : Grand Atrium Time : 7pm 7.45pm Famouse Chinese Acrobatic Troupe from China to entertain the shoppers and give the malls an attraction for publicity and advertising. The troupe will consist of a medley of performances including : Drum Juggling, Chinese Diabolo, Contortionist, Umbrella Juggling, Balancing Act and comedy Chef acts

MAIN ACTIVITY
g. Oriental Fashion Show
(January, 15th 2012 ) Venue : Grand Atrium Time : 7pm 7.45pm This event is arrange by HO to provide 8 Model for fashion show. Pluit Village also will arrange with Tenant fashion and Beauty (Salon) to sponsored Clothes and make up, hair do .

MAIN ACTIVITY

h. Gu Zheng Music Performance


(January, 13th & 23rd 2012) Venue : Main Atrium Time : 7pm 9pm Gu Zheng is a traditional music instrument from China, mostly this instrument is played by a woman and some combined with others instrumental music. the sound of Gu Zheng music can bring peace to listener.

MAIN ACTIVITY

i. Chinese Spring Festival 2012 Oriental Photo Contest


(January, 13th & 14th 2012) Venue : Wall beside Main Atrium Time : All Day This event is presented by Bina Nusantara Mandarin Club. Oriental Photo Contest is a competition for photo which the contestant wearing traditional Chinese Clothes such : Qibao and Cheongsam. All the equipment has prepared by BMNC and the mechanism for the winner is by vote from the audience directly during photo gallery exhibition on that date above. (Prize & Mechanism is arrange it by BMNC, still waiting the detail of prize)

MAIN ACTIVITY

j. Chinese Spring Festival 2012 Melody of Oriental Harmony


(January, 13th, 14th & 15th 2012) Venue : Main Atrium Time : 12.30 14.30 This event presented by Bina Nusantara Mandarin Club. To celebrate the joyful of Chinese new year people shown happiness by singing and also dance. In this special moment BMNC would bring the joyful moment with mandarin singing contest on stage at Pluit Village. On 13th & 14th is a semi final and finale would be on 15th of January 2012 (Prize & Mechanism is arrange it by BMNC, still waiting detile and mechanism )

MAIN ACTIVITY
k. Chinese Spring Festival 2012 Glory Of The Dragon (BMNC Charity Program)
(January, 13th, - 23rd 2012) Venue : Main Atrium Time : 12.30 14.30 This event presented by Bina Nusantara Mandarin Club. Glory of the Dragon is a Symbol of Glory and Wealthy to welcoming Chinese New Year 2012. In this event BMNC will build framework of huge Dragon in content the to replace the Dragon scales with 2563 angpao with the money inside . BMNC would visit schools , Campus, Office and also public are to collect fundraises and the money after will be put in to the Angpao after that the Angpao will use as Scales of The Dragon and at the end of the event Chinese Spring Festival 2012 the Money will be given to the Orphan Foundation The Dragon will be display at Main Atrium Pluit Village from January 13th - 23rd 2011. Charity day for Orphan Foundation will be held on January 15th 2012. Glory Of the Dragon Scales (2563 gold Angpao) will be listed as GUINESS BOOK OF RECORD

MAIN ACTIVITY
l. Chinese Spring Festival 2012 Celebration Day
(January, 15th 2012) Venue : Main Atrium Time : 2pm 9pm
This event presented by Bina Nusantara Mandarin Club. Celebration day for Chinese Spring Festival 2012 presented by BNMC will be held on January 15th with many activity and performance, such : Lion & Barongsai Performance, Mandarin Artist performance, Chinese Choir performance, Wushu performance, Kaligrafi Workshop and also Fire Work for the closing time.

m. Mei-Mei & Tie-TieCompetition Sunday, January 22nd 2012 Venue : Grand Atrium Time : 1pm 3pm
Mei-mei & Tie-tie is a competition for kids, in adult its called Koko-Cici. First time we create this competition is CNY 2011 and get positive impact and response from participant and tenant. Costume and performance on stage is the biggest point to be a winner. The Winner : The winner would Get : 1st Winner win prize Rp. 1000.000 + Sponsor Gift + Trophy 2nd Winner win prize Rp. 750.000 + Sponsor Gift + Trophy 3rd Winner win prize Rp. 500.000 + Sponsor Gift + Trophy 4th Winner win prize Sponsor Gift + Trophy 5th Winner win prize Sponsor Gift + Trophy

MAIN ACTIVITY

n. Oriental Photo Corner January 6th 23rd 2012 Venue : Grand Atrium Time : 10am - 10pm
In this memorable season of Chinese New Year 2011, every body want to have a special moment capture during CNY 2012 season time, so PV will working together with photo studio to provide background also Chinese traditional clothes. On this event we will working together with M-studio (Tenant) or Outsider Photograph (tentative)

Event & Activities


January 2012
Mon Tue Wed Thurs Fri Sat Sun

5 Take on collateral and decoration

6 -Abadi Soesman -Lion Dance Performance

7 -Oriental Coloring Competition -Mandarin Singer Performance

8 -Chinese Drum Performance - Romance Operate

10

11 -Acrobatic Troupe

12

13 -Abadi Soesman -Gu Zheng Music -Oriental Photo Contest -Oriental Harmony -Glory Of The Dragon

14 -Acrobatic troupe -Oriental Photo Contest -Oriental Harmony -Glory Of the Dragon

15 -Oriental Fashion Show -Oriental Harmony -Glory of the Dragon - Celebration Day

January 2011
Mon 16 Tue 17 Wed 18 Thurs 19 Fri 20 - Abadi Soesman Sat 21 -Mandarin Singer Performance -Chinese Drum Performance Sun 22 - Lion Dance Perform

23

24

25

26

27

28

29

-Lion Dance Perform -Gu Zheng Music

- Abadi Soesman

E. Others Event & Activities

Regular on going activities


a. Regular Music Community Abadi Soesman In Line Dance Venue : East Mezzanine Date/ Time : Every Friday at 7pm 10pm Target audience : from the community + 300- 500 Person

Red and Gold will still dominate the ambiance of decoration, dragon ornamen and lampion will be the main festive item to show Stage will be build at Grand Atrium to be an center of stage performance. Atrium will covered with red carpet to bring strong ambiance of CNY 2012.

Main entrance foye will decorate with festive tree with coloring small lampion and would be use as lucky dip tree for sales promo program also can be sweet decoration for welcoming the shopper.

Chinese Gate such a old Ancient Dynasty will be a good place tfor shopper take a picture, and also festive welcoming for shoppers

Customer service will used Chinese traditional Dresses

For Man

For Women

Music Ambiance for mall hall is Chinesse music orchestra

Sponsorship & Joint Promotion

BNI Cash Money (Still Propose ) BRI Cash Money (Still Propose ) MANDIRI Cash Money (Still Propose ) Hotel Batavia give 2 Room Package Voucher (Still Propose ) Hotel AKMANI give 2 Room Package Voucher (Still Propose ) Waterboom Entrance Ticket (Still Propoese ) Entrance Ticket of Trans Studio Bandung ( Still Propose) Star Cruz give trip ticket (Still Propose)

Media Partner : (still negotiation) a. Guo Ji Ri Bao Newspaper b. Detik. Com c. Tabloid Mom & Kiddy d. SINDO (Seputar indonesia) e. Space Toon f. ANTV g. Jak FM h. Parenting

: free advertisement page full color : Advetorial : Space Free Promo : Space Event Promo : free Runing Text and Event : free Runing Text and Event : free Runing Text and Event : Space event promo

Prepared by:

Approved by:

Marketing Manager

Center Director

Reviewed by:

Regional Marcomm

Portfolio Marcomm

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