Boutique Group of Companies, a mid-market and economy hospitality developer, brought in Weber Shandwick to help promote Rain Hill, an eco-conscious community mall set on Bangkok’s Sukhumvit Road. The agency was tasked with helping the mall attract an excited, devoted clientele in an already hyper-crowded marketplace.
In the eleven months leading up to the grand opening of Rain Hill, the Weber Shandwick team in Bangkok employed various online and offline activities to create awareness, including media interviews and celebrity endorsements, Highlighted in media engagements were renowned restaurant chain owners and celebrity entrepreneurs who had chosen Rain Hill as their latest location.
Weber Shandwick’s Bangkok team also helped design a new concept and slogan for Rain Hill — The Cosmopolitan Hangout. The idea was to juxtapose the busy and stressful city-life outside Rain Hill with the serenity and carefree environment that patrons could experience inside. The team took pains to differentiate Rain Hill as a verdant paradise in which urban dwellers could relax amid a green atmosphere. This new concept made great strides in inspiring confidence in the project’s success among potential tenants.
The results of the Bangkok team’s work have been very impressive. The campaign succeeded in securing a substantial amount of media coverage for both Rain Hill and the Boutique Group of Companies among both local and international media and the mall has quickly become one of the city’s top urban destinations.