CapitaLand has appointed Rapp for its upcoming JCube mall, which is expected to launch in the first quarter of 2012, following a pitch.
A spokesperson from JCube’s marketing team confirmed the appointment to Marketing. Rapp is tasked with developing the launch brand campaign for the mall and its brand communications, while OMD will take charge of media planning and buying.
Previously known as Jurong Entertainment Centre, the new JCube mall is a revamp and will have five levels of retail and a rooftop landscaped plaza, and as well as an Olympic-sized ice ring for future ice-skating or ice-hockey events.
It is aimed at attracting professionals, managers, executives and businessmen as well as residents in Jurong and expected the main lifestyle spot in the midst of the government’s plans to develop the Jurong area for commercial and leisure purposes in the next 10 to 15 years.
Meanwhile, Capitaland has also tied up with MediaCorp OOH to place a high definition digital large screens as part of MediaCorp’s advertising offerings for a five year long period.