Promotion Activities for 1998/99 Civic, Educational and Community Activities

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1 Annex A P.1 of 2 Promotion Activities for 1998/99 Civic, Educational and Community Activities i) ARTability jointly organized with the Arts with the Disabled Association to pursue the aim of Integration by promoting understanding and positive attitudes through demonstration of the artistic ability of both the disabled and the abled held in 3 Shopping Centres - Sheung Tak, Tin Shui and Tak Tin ii) iii) The Environmental Protection Campaign The 1998 Keep Hong Kong Clean Mid-Autumn Festival Concert to enhance the community s understanding of the importance of environmental protection with focus on using less plastic bags held in the shopping centres and markets of On Yam and Butterfly jointly organized with Provisional Urban Council and Provisional Regional Council to remind the public of keeping estates clean, especially when playing with lanterns held in 8 shopping centres

2 Annex A P.2 of 2 iv) Fund-raising Activities organized with support from voluntary, welfare and reputable commercial organizations major events include : *Old Books Recycling Campaign *Old Toys Recycling Campaign *The Community Chest Charity Carnival fund raised for the needy v) The Tsz Wan Shan Golden Years introduction of history and development of Tsz Wan Shan District vi) The Anti-Narcotics Radio Show thematic exhibition on history and photos of the past, present and future scenery of Tsz Wan Shan District joint venture with Hong Kong Narcotics Division and Metro Broadcast road show with opening ceremony, artist performance and games with audience was held on at Lok Fu Shopping Centre with popular singer Leo Ku assigned the mission to spread the message of getting away from drugs

3 Annex B P.1 of 5 Promotion Activities for 1998/99 Special i) The Beauty Expo 98 fashion show performed by popular TV stars & top models ii) iii) The World Cup Competition cum Lucky Draw The Arial Ball Competition cum Variety Show / demonstration of skin care and make up Acrobic dance performance and indoor rock - climbing games held in Tsz Wan Shan Shopping Centre from to local famous football coaches and players were invited to share their skills with the children football fans competition and games with popular singers 5 shows conducted by RTHK in July and August 98 at Chung On, Tsz Wan Shan, Tak Tin, Lok Wah (N) and Lok Fu Shopping Centres when the city was still in fever of World Cup 98 iv) The Summer Party first trial in Authority s shopping centres for holding an event on weekdays only throughout the summer vacation from to at Tsz Wan Shan Shopping Centre thematic programmes in the form of stage performance, talent shows, competitions and games stalls changed every 2 weeks to refresh shoppers

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5 Annex B P.2 of 5 v) The Kid Cherry a package of TV series popular cartoon character Summer Carnival children carnival held in 4 shopping centres in Ma On Shan District during summer holidays from to vi) The Easy Reception jointly organized with RTHK Service a radio broadcast studio in the vacant premises of Lok Fu and Tai Wo Shopping Centres with programmes conducted by popular disc jockeys and celebrities vii) The Mid-Autumn Festival Show a 2-day variety show at Tsz Wan Shan Shopping Centre with the event venue decorated as space-like and the display of 7 famous buildings/structures of Hong Kong composed by mini moon-cakes viii) The Tai Po District district-wise promotion activity cum grand lucky draw Mid-Autumn Moon held in 6 shopping centres in Tai Po District from Journey to thematic programmes included moon navigator games and distribution of moon cakes and astronaut food by character in Astronaut costumes ix) The Popeye Christmas Carnival a district-wise popular cartoon character show held in 6 shopping centres in Tseung Kwan O District from to highlights of the event were the drama show by popeye cartoon characters and the mini-concert of popular singer SO Wing-hong at the closing ceremony cum grand lucky draw

6 Annex B P.3 of 5 x) The Garfield Christmas Party Party a 2-week carnival included : * fashion show performed by famous movie/tv stars with their own children * games with movie/tv stars on stage xi) xii) Chung On Christmas Lighting Ceremony Lok Fu Shopping Centre Lunar New Year Super Lucky Draw * love concert by popular singer Andy HUI * children carnival joint venture with Chung On Merchants Association the external lighting ceremony with fluorescent dragon dance heralded the advent of Christmas Celebration lucky draw held between and prizes totalling $253,000 were enlisted from sponsors and shop tenants with the grand prize of a Daihatsu Terios 4WD car worth $139,500 God of Fortune toured round the shopping centre for distribution of Fai Chun on 2 consecutive Saturdays and Sundays xiii) Papa Fortune and His Golden Castle a drama dance and parade in special costumes performed by the dancers of City Contemporary Dance Company held in 4 Shopping Centres - Lok Fu, Tin Shui, Tsz Wan Shan and Fu Tung in Feb & March 99

7 Annex B P.4 of 5 xiv) xv) Japanese Daiko Drama Performance 3D Mini-Theatre Show 3D joint venture with anchor tenant - the Jusco Stores (Hong Kong) Co. Ltd. Japanese Daiko Drama Performance cum variety show staged in 3 shopping centres - Tsz Wan Shan, Sheung Tak and Lok Fu two films viz Dinosaurs and Space Lime each lasting 6-8 minutes were released in a threedimensional mini-theatre alternately between 10:30 hours and 21:00 hours daily from to at Tsz Wan Shan Shopping Centre and from to at Sheung Tak Shopping Centre the mini theatre in the form of a dome-like tent was already a gimmick to attract shoppers attention such kind of entertainment programme was the first of its kind in Authority s shopping centres xvi) The Japanese Haunted House Show joint venture with Jusco Stores (Hong Kong) Co. Ltd. continuously held at Lok Fu Shopping Centre for 29 days in April 99 visit to the haunted house was scary but amusing and the event had drawn thousands of visitors to Lok Fu Shopping Centre

8 Annex B P.5 of 5 xvii) Best Shop Tenants Contest contest designed for shoppers at Sheung Tak Shopping Centre to vote for the best shop tenants who had offered the best price, provided the best customer service and the best sanitation and environment as to encourage the participation of shop tenants commendation certificate was awarded to the best shop tenants at the CPD Annual Reception as a recognition of their contribution in promoting the image of the Shopping Centre xviii) Grand Opening of Sheung Tak Shopping Centre a special plague unveiling ceremony simulated at the video wall followed by a lifting-off ceremony of the two bullet passengers lifts decorated like space rockets and firing of paper crackers marked the grand opening of Sheung Tak Shopping Centre on xix) The Delicious Gourmet Competition -- the propulsion of the two space rockets in time with the computer count-down at the video wall was impressive and applauding family participation in cooking competition famous celebrities Ms. Lisa YAM & other TV artists play games with audience

9 Annex C P.1 of 2 Promotion Activities for 1998/99 On-going Pomotion Activities i) Musical and Variety Show 4 major festival radio shows were conducted by RTHK at mid-autumn, Christmas, Lunar New Year and Easter other events jointly arranged with voluntary agencies, reputable commercial firms and entertainment companies included : * Old Books Recycling Campaign Concert * Mother s Day Carnival * The True Love Variety Show in addition, there were 254 small scale variety shows, carnivals, drama shows, singing performance and Chinese operas providing free entertainment for shoppers and residents ii) Instant Lucky Draw 30 Nos. of instant lucky draws were conducted to stimulate spendings in shopping centres with distribution of 1500 gifts daily from Friday to Sunday in each event iii) New Products Promotion/Exhibiti on/fun Fair/Trade Fair / / / promotion of new products, leasing of temporary kiosks and trade fairs in shopping centres extension of business hours was implemented to enhance shopping atmosphere

10 Annex C P.2 of 2 iv) Shopping Centre Anniversary Celebrations 153,391 hours of activities were recorded with income of $24.7 Million generated from venue charges anniversary celebrations and lucky draw promotion activities were held in 13 shopping centres with enthusiastic support and participation of local Merchants Associations and shop tenants v) Seasonal Celebration seasonal decoration were arranged for 47 shopping centres to celebrate the Easter, Mid-Autumn, Christmas and Lunar New Year at a cost of $6 Million the centralization of festive decoration was implemented at Christmas in Tseung Kwan O District Shopping Centres to tie in with large-scale districtwise promotion activities vi) Free Shuttle provision of free shuttle bus services between Lok Fu Shopping Centre and Beacon Hill/Broadcast Drive as well as between Tsz Wan Shan Shopping Centre and Tam Kung Road (Tokwawan)/Choi Ha Road (Ngau Tau Kok) continued

11 Annex D P.1 of 4 Promotion Activities for 1998/99 Publicity and Image Building i) Press and Magazine general image advertisements on festival promotion programmes, noteworthy events and activities were placed in local newspapers ii) iii) Poster and Pamphlets Shopping Centre Newsletters advertisements on monthly promotion calendar for shopping centre were placed in TV Week Magazine shopping centre anniversary celebration advertisements were placed in respective local Community Star information highlighting major promotion activities were printed on monthly basis for display in shopping centres and distribution to residents/shoppers printing and distribution of newsletters on quarterly basis for Lok Fu, Wong Tai Sin, Cheung Fat, Tai Wo, Tin Shui, Tin Yiu and Hau Tak Shopping Centres was continued with Tsz Wan Shan Shopping Centre as the new comer Newsletters for Ka Fuk and Lung Hang Shopping Centre were also printed to mark their anniversary celebrations

12 Annex D P.2 of 4 iv) District Shopping Guide the newsletters served as a very effective means in disseminating latest information on shopping and promotion programmes as evidenced by the encouraging response received from the return of discount coupons offered in the newsletters by shop tenants with the gimmick of inviting popular TV stars to visit and introduce our shopping centres, district shopping guide with 55,000 copies for Ma On Shan District and 70,000 copies each for Tai Po and Tseung Kwan O District were published for image building and publicity on the large scale promotion activities held in shopping centres concerned v) Commercial Properties Division Directory booklet containing information on the application procedures of booking promotion and exhibition venues was published in March 99 for distribution to existing and prospective clients vi) Telecom Voice Service information on noteworthy promotion activities and procedures for booking of exhibition venues in shopping centres was available mail box function for recording messages outside office hours was maintained for enhancement of customer service

13 Annex D P.3 of 4 vii) Radio commercial advertisements for special events were placed on Commercial Radio as and when required publicity of special event jointly organized with Metro Broadcast were enhanced through trailers promotion viii) Television advertisements were placed on TVB to strengthen the publicity of Wong Tai Sin Shopping Centre 15th Anniversary Celebration ix) Bus Advertisement mobile advertisement to promote Sheung Tak Shopping Centre was placed on bus routes running between Sheung Tak Shopping Centre and Jordan as well as Kwun Tong in Dec 98 for 12 months Image building advertisements for Fu Tung Shopping Centre were placed on bus routes running pass the Shopping Centre from Tung Chung Town Centre to the Airport and Tai O for 12 months starting from Nov 98 x) MTR Station Advertisement specially designed advertisement for promotion of Sheung Tak Shopping Centre was placed at various locations inside the Choi Hung, Lam Tin & Kwun Tong MTR stations xi) HA Homepage on Internet information on shopping centre promotion activities was available in the HA Homepage on Internet other information like location of shopping centres, transportation links and facilities in new shopping centres were also available in the Homepage

14 Annex D P.4 of 4 xii) Touch Screen Display service for retrieval of brief information on the operation of the Commercial Properties Division from the Touch Screen PC installed in the Exhibition Hall at Oi Man Commercial Complex was maintained xiii) VCD a VCD presented with the theme Road to Success focus mainly on promoting the image and letting of existing and new shopping centres was produced for distribution to guests of the CPD Annual Reception as well as to other prospective tenants and clients /jy (USER : CPC-ANNE)