Case Study:

PavilionREIT Malls

pavilion-news

Job Scope

PR, content

Date/Duration

Since 2020

Brief/Objectives

To secure top tier media coverage for Pavilion REIT Malls (Pavilion KL, Da Men USJ and Intermark Mall) and drive footfall and tenant sales.

Solution

Due to the COVID-19 SOPs in place, Pavilion REIT was not able to host a big media launch to unveil its 2020 Christmas decorations. To garner maximum media coverage, Mutant took a targeted PR approach when pitching to the media, creating different angles for different verticles. On top of that, Mutant supported Pavilion REIT in curating exclusive Christmas media gifts for top tier media, to give them a taste of what each mall has to offer for Christmas. Select media were also invited to a specially curated Christmas staycation in collaboration with Pavilion Hotel for media to experience the full offerings of Pavilion Kuala Lumpur during the holiday season.
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Results

0 +
organic media stories
in the first 6 months
> 0
of coverage
landed in Tier-1 publications

Results

Received a total of 88 media coverage across Pavilion REIT Malls for its 2020 Christmas campaign, including 4 pieces of coverage from regional publications for Pavilion KL’s Dior Holiday Tree, with a total PR Value worth RM4,850,000.
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pavilion-multi-device