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CENTRAL has gone the extra mile again this year to create a truly memorable and whimsical Christmas shopping and holiday experience for visitors within this most glamorous and sought-after luxury shopping destination. The campaign entitled ‘CENTRAL - Celebrate Christmas Anew’ incorporates four key components – world class Christmas decorations, a series of extraordinary performances, a truly creative advertising campaign, and an exclusive consumer promotion. World Class Christmas Decorations: Following last year's acknowledged success, celebrated American Christmas designer, Jim Marvin, well known for his fabulous White House Christmas decorations during both the Clinton and Bush administrations, was once again invited to decorate the entire CENTRAL portfolio – on display since 24th November 2006. Jim's decorations, which expand on his whimsical Christmas theme, combine the elegant and rich colours of chocolate and crimson, complementing the elegant and exclusive style of CENTRAL. His signature decorations, will be extended to the newly renovated commercial centre on Queen's Road Central – York House – which will add 14 floors of prime office space and seven floors of luxury retail space and mark the completion of the three-year ‘The Landmark Scheme’ – in which US$210 million has been invested - and the culmination of a 10 year upgrade and redevelopment of Hongkong Land’s CENTRAL properties. Extraordinary Christmas Performances: CENTRAL shoppers will also be treated this year to a series of exclusive performances staged from 19th until 24th December 2006 at The Landmark Atrium, by the entertaining, enthralling and unique characters of Australia’s leading theatrical troupe, Strange Fruit. A Melbourne-based performing arts company, Strange Fruit produces and performs a remarkable style of work that fuses theatre, dance and circus, using a unique elevated medium. Perched atop four metre high flexible poles of original design, the troupe delivers a sublime performance, bending and swaying in the air, captivating and engaging the audience in absolute fascination. Their uplifting, hypnotic beauty which is truly remarkable and must be experienced to appreciate its full effect, will add much to the festive Christmas atmosphere this year as shoppers indulge in all CENTRAL has to offer. This will be their exclusive debut in a Hong Kong retail destination this Christmas. Strange Fruit’s ‘Belle and Swoon’ performances will take place twice-daily between 19th-23rd December at 1 pm and 6 pm, with a special 2 pm show on Christmas Eve. Creative Advertising Campaign: A bespoke additional festive element, as designed by a talented UK-based illustrator, will be the new CENTRAL Christmas promotional campaign incorporating a series of original whimsical visuals. These will focus on the traditional elements of Christmas as well as incorporating the four CENTRAL Christmas destinations – Alexandra House, Chater House, Prince’s Building and The Landmark, and the performances by Strange Fruit. The illustrations will be featured in billboard format at Helena May Court, Coda Plaza and Hong Kong airport station as well as in Hong Kong’s leading print media. Exclusive Christmas Promotion: Shoppers in Alexandra House, Chater House, Prince’s Building and The Landmark will also have an opportunity to receive outstanding tailor-made seasonal gifts with the compliments of CENTRAL. Spend $5,000 and receive a stylish bespoke CENTRAL notebook. Spend over $15,000 and receive an exclusive spa hamper from The Landmark Mandarin Oriental, which includes vouchers for a 60 minute Yoga Class, a 30 minute back and shoulder massage or mini facial treatment and a 60 minute heat and water experience. Starting from 11th until 25th December 2006 from 10am to 9pm, gifts may be redeemed at 3/F, The Landmark upon producing same day receipts of Christmas purchases in CENTRAL while stocks last. Shoppers in CENTRAL can visit www.CENTRALhk.com in December for more details. (information provided by the pr company)
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