Central Pattana wins ‘Marketing Team of the Year’, reinforcing its leadership in real estate with 2 Gold Awards at Marketing Excellence Awards 2025

• Proudly celebrating 45 years of continuous development, Central Pattana highlights its No.1 marketing team, renowned for consistently creating world-class campaigns. Led by Thailand’s Songkran Festival 2025, the campaign elevated Central shopping centres into a global cultural platform, attracting over 10 million participants nationwide and driving economic growth during the festive season.
• Also winning ‘Excellence in Viral Marketing’ for the International Tourist Privileges campaign, the strategy leveraged User-Generated Content to target Chinese & Asian tourists active on Xiaohongshu (XHS). By connecting consumer insights with the right product, and right channel & message, the campaign drove a 130% growth in tourist spending at centralwOrld.

Bangkok – Central Pattana plc, Thailand’s No.1 sustainable real estate developer, under the vision “Imagining better futures for all,” connects retail, residence, hotel, and office projects, proudly celebrates its 45th anniversary with a remarkable achievement, winning two Gold Awards at the prestigious Marketing Excellence Awards 2025 organized by MARKETING-INTERACTIVE. The awards recognize outstanding achievements in Thailand’s marketing industry. Dr. Nattakit Tangpoonsinthana, Chief Marketing Officer and the driving force behind every successful campaign, led the team to win the coveted ‘Marketing Team of the Year’, reaffirming Central Pattana’s marketing excellence and world-class creativity. The company also won ‘Excellence in Viral Marketing’ for the International Tourist Privileges campaign, which transformed the highly competitive landscape at centralwOrld with a User-Generated Content (UGC) strategy. Targeting Asian tourists active on Xiaohongshu (XHS), the campaign achieved record-breaking traffic and spending growth.

Dr. Nattakit Tangpoonsinthana, Chief Marketing Officer for Central Pattana Plc., said: “This victory demonstrates our continuous commitment to developing and creating impactful world-class campaigns, guided by our philosophy of One Vision, One Goal, One Teamwork. We emphasize the importance of a Growth Mindset, inspiring our team to consistently evolve and push boundaries in order to deliver outstanding, successful campaigns. Our achievements are driven by three key success factors: 1) Innovation: pioneering new solutions that address future needs, 2) Creativity: delivering distinctive and unique ideas, and 3) Flawless Implementation: executing with professionalism, precision, and excellence.”

For Central Pattana, marketing is not just about executing campaigns, but about creating value for people and society, while elevating Thai culture and the country’s reputation on the global stage. The key campaigns that earned Central Pattana these prestigious awards are:

• “Thailand's Songkran Festival 2025” – Central Pattana’s marketing team reinterpreted the essence of Songkran with a Thai Twist, elevating the festival into a world-class celebration. Central shopping centres nationwide were transformed into Global Cultural Platforms, featuring over 1,000 culturetainment events. The campaign united partnerships with the Tourism Authority of Thailand, Ministry of Culture, Bangkok Metropolitan Administration, Plan B Media, and the Miss Universe Organization. Highlights included the appearance of Miss Universe 2024 and the four Continental Queens as “Songkran Universe Goddesses,” along with popular Thai idols Freen and Becky as the “Gen Z Songkran Goddesses,” which sparked the viral hashtag #SongkranCTWxFB with over 4 million global posts. The Songkran 2025 campaign was an overwhelming success, attracting more than 10 million participants nationwide and significantly boosting tourism across the country during the festive season.
• In addition, Central Pattana’s marketing team achieved another major success by winning the ‘Excellence in Viral Marketing’ award for the International Tourist Privileges campaign. Central Pattana transformed the competitive landscape of the Ratchaprasong district at centralwOrld with a User-Generated Content (UGC) strategy, harnessing the power of authentic user-created content. By connecting consumer insight with the right product, and right channel & message, the campaign effectively engaged Chinese & Asian tourists active on the Xiaohongshu (XHS) platform. Leveraging the popularity of premium items such as the uniquely designed Good Goods Coin Pouch, alongside other highly sought-after Thai products – including perfumes, beverages, and lifestyle must-buy items – the campaign sparked an organic wave of buzz on XHS. Tourists enthusiastically shared real content, from step-by-step guides on how and where to obtain the premium items, to experiences during their visit, and even post-trip reviews upon returning home. This word-of-mouth marketing strategy, executed with minimal cost but maximum impact, generated over 200,000 engagements and more than 4 million impressions. The results included a 130% increase in tourist spending and over 100% growth in tourist traffic, ultimately positioning centralwOrld as a new benchmark for viral marketing success.

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