Singapore real estate developer Castlewood Group has partnered with reality TV production company Imagine Group to launch the latest edition of interior design reality TV show, The Apartment: Celebrity Edition, filmed entirely at their property development in Phuket.
Screened exclusively to media at Grand Park Hotel on Orchard, this partnership is part of Castlewood Group’s branding exercise to showcase the luxurious villas that make up part of its flagship buy-to-lease hotel and spa opening mid-2015 in Bang Tao, Phuket. The new celebrity edition format is not the only change this season as the contestants battle it out to win $100,000 for their chosen charity, sponsored by Castlewood Group.
Chris Comer, CEO of Castlewood Group, said, “It made perfect sense for us to team up with Riaz and his team at Imagine Group. The Apartment has built an extensive following across South East Asia over the years and as we continue to increase our geographical footprint it’s a great way for us to enhance our brand awareness across the region.”
“I am delighted that we were able to give back to the community via the charity giving element, this is something that is very close to my heart, and we have kept it as a central theme for all of Castlewood Group’s marketing activities,” Chris continued. “During our recent branding exercise as title sponsor of the Castlewood Group Liverpool Masters in November last year, we ensured we had a string of all-access public events with the visiting football heroes, as well as a local school football clinic.”
Last year’s Liverpool Masters saw the Singapore real estate developer support the community through initiatives such as making tickets affordable for Singaporeans by having the match at Jalan Besar Stadium, making the Liverpool Legends players accessible to the masses with a meet-and-greet at ION Orchard, conducting soccer clinic for the students at Tanglin Trust School, and organising a charity auction for Aleksandar Duric’s testimonial game that was donated to Beyond Social Services during the 2014 Christmas season.
Riaz Mehta, president and founder of Imagine Group production house, said of the new celebrity edition of The Apartment, “As one of our most popular and longest running reality TV shows, the new celebrity format promises to the best season yet so we are delighted to be working with partners such as Castlewood Group to make it happen. We can’t wait for our viewers from all over the world to join us in the excitement when the show officially launches this Sunday!”
The launch event will also host Castlewood Group’s premiere showing of official ambassador Irene Ang’s TV campaign as an investor in the product.
The Apartment: Celebrity Edition premieres on StarWorld on 25 Jan 2015, Sunday at 9.40pm SG/HK (8.40pm JKT/BKK) and features 10 one-hour episodes.