NOW that the $40 million Orchard Road makeover is done, the Orchard Road Business Association has big plans for the strip.
Chief among them is coming up with an 'Orchard Road brand', and running more streetwide shopping promotions.
The association is still in talks with the Singapore Tourism Board on these plans, but has already hired a consultant to start on the branding exercise.
Its spokesman Steven Goh told The Straits Times that the idea was to create an identity and logo that can be used for group events and the development of future marketing campaigns.
Plans are also afoot to add two more seasons to the shopping calendar.
Currently, the peak shopping seasons fall during the Chinese New Year at the beginning of the year, the Great Singapore Sale in the middle of the year, and the year-end Christmas season.
To make up for the cutback in consumer spending during this downturn, the association wants to perk up the in-between quiet periods with streetwide promotions in May and August.
The May promotion, to celebrate the recent makeover, will feature a fashion show on the longest catwalk here, which will stretch from Wisma Atria to Ngee Ann City. Shopping and dining offers, events and street entertainment are in the works.
The August promotion will see similar offerings and may be tied to the F1 season in September.
'Tourist numbers are down and we just hope that more Singaporeans can spend more here,' said Mr Goh.
Source: Straits Times, 9 Mar 2009
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