– Launched the “45 Years Central Pattana Brand Film,” reflecting the pride of being a developer who creates ‘Centres of Life’ and a part of the happiness and growth of everyone, from customers, tenants, and employees to surrounding communities.

– Created a viral wave through the Brand & Social Campaign, achieving over 50 million engagements nationwide.

– Extended memories and deep bonds built through gratitude activities, thanking everyone who has grown together with us over the past 45

– Reaffirmed leadership in Retail-Led Mixed-Use Development, reaching 30 mixed-use projects by 2025, led by the landmark openings of Central Park in the heart of Bangkok and Central Krabi, the new world-class tourism landmark of Thailand.

Central Pattana Plc., Thailand’s No.1 sustainable real estate developer, has grown alongside the Thai people. Built on the strong foundation laid by Samrit Chirathivat, the company has carried forward a vision to develop shopping centres as more than commercial spaces — but as the Heart of the City, bringing together people, businesses, and society. This legacy has been carried forward by every generation of leadership, shaping a lasting commitment to create future projects under the vision of Imagining Better Futures for All.

Watch Central Pattana’s 45 Years of Better Futures Brand Film: https://www.youtube.com/watch?v=rTX3cnSylHY

Dr. Nattakit Tangpoonsinthana, Chief Marketing Officer of Central Pattana Plc., said “Over the past 45 years, Central Pattana has been deeply proud to be part of people’s lives, standing alongside them and contributing to the nation’s development. This has shaped our identity as the ‘Centre of Life’, the heart of living for everyone and every community, everywhere we are present.”

“The true meaning of ‘development’ is about creating ‘better futures’ for customers, tenants, and communities. Our shopping centres have become ‘Centres of Life’ across generations’ spaces filled with bonds, happiness, and opportunities for growth. Since pioneering our first mixed-use project at Central Ladprao, we have continued to expand nationwide to 44 shopping centres, with a total of 30 mixed-use projects planned by 2025. This year, two flagship projects will set new milestones: Central Park, a world-class mixed-use landmark, and Central Krabi, which will elevate one of Thailand’s most iconic world-class tourism destinations.”

“As we celebrate our 45th anniversary, we would like to thank everyone who has been part of Central Pattana’s journey. More than that, along the way everyone has been our true inspiration. They are the reason we are committed to continuously developing spaces that bring happiness, smiles, and cherished memories throughout every stage of life. This spirit is reflected in the ‘Central Pattana 45 Years Brand Film’, a story of people who inspire us never to stop creating better lives and brighter futures filled with opportunities.”

3 Brand Storytelling Strategies in Central Pattana’s 45-Year Campaign, Extending Memories and Bonds:

1. Authentic Moments, True Reflections: Storytelling that focuses on people’s lives rather than the brand itself, using an observational, life-inspired narrative style.

– Brand Film: “Proud to Develop…Because Your Happiness is our greatest pride”. The heart of Central Pattana’s 45-Year Brand Film is about capturing the essence of spaces where people live, enjoy, and share moments together. It shows genuine smiles as people spend time with family, friends, loved ones, and even pets; supports the growth of tenants; cheers for those starting something new; and becomes a platform that empowers people to try things they’ve never done before. It is truly heartwarming to create opportunities and livelihoods, allowing people to work and thrive in their own hometowns. Wherever Central Pattana goes, these real-life stories inspire us to keep developing for a better future and for everyone’s smile. “Because your happiness is our greatest pride” is the feeling we want to share with audiences, creating shared experiences and triggering memory bumps that remind people of 45 years of collective memories.

– Real-Moment Visuals: Instead of staged advertising images, we use genuine moments of customers. Every moment that happens at Central shopping centers carries its own story and meaning. That’s why we selected real images from social media, where customers captured their own moments and checked in at Central Shopping Centres to create Key Visuals that showcase these special moments (with permission obtained): mothers and children shopping together, the bond between pets and owners strolling together, a child’s delighted smile with a giant teddy bear, endless laughter among close friends, or a small stage that becomes the first step toward a dream… all conveying Central Pattana’s pride in being part of people’s lives.

2. Engaging Hearts Across All Stakeholders: Strengthening brand bonds and expressing gratitude to customers, partners, and employees

– Viral Social Campaign (#โตมากับเซ็นทรัล): The campaign reminded people of shared memories with the question: “45 years of Central Pattana… Which Central shopping centre did you grow up with?” It generated abundant User-Generated Content and engagement across all Central shopping centre social channels. Beyond raising awareness, it created real impact through countless stories shared nationwide, reflecting Central’s role as a center of life across all ages and stages of life — through old photos, childhood memories, and heartfelt conversations among those who grew up at the same Central branch. This made the hashtag #โตมากับเซ็นทรัล (translation – growing up with Central) trend widely on social media.

– Simple & Sincere Gratitude ‘Thank You Flower Board’: An on-ground activity where flowers are given away to express heartfelt appreciation to all customers. This special anniversary celebration featured a variety of blooms, roses in multiple shades, gerberas, and daisies, symbolizing Central Pattana’s genuine gratitude to all customers who have been part of this shared journey.

– Partners & Employees Sharing “The Journey Together”: Many partners and brands shared their memorable stories, from the first branch at Central Ladprao to new outlets expanding across the country. At the same time, Central Pattana employees shared their pride in contributing to meaningful work that impacts communities and supports the nation’s development.

3. Shaping Better Futures, Together:

– Illustrating Vision and Commitment: The campaign reflects Central Pattana’s promise to make each shopping centre the “heart” of its district and city. Through hand-drawn illustrations of all 44 Central shopping centres nationwide, the story weaves together the origins of the company’s vision and its evolution over time, from Central Ladprao, Thailand’s pioneering mixed-use project, to the transformation of CentralWorld into a world-class landmark, and extending to upcoming new projects. Each illustration reflects Central Pattana’s pioneering spirit in space development, showcasing vibrant environments that inspire opportunity and shape the future.

Central Pattana’s 45th Anniversary Campaign truly reflects our Brand Purpose — Imagining better futures for all. It tells the story of the deep bond between Thai people and Central Pattana, celebrating our pride in creating and shaping a better future together. More than just a commemoration of brand success, this milestone campaign is a testament to our mission that “Your happiness is our greatest pride.”

Central Pattana Public Company Limited is driving toward the future under its brand purpose ‘Imagining better futures for all’. Over the past 45 years, the company has contributed more than THB 5 billion to society and communities, supporting infrastructure, public spaces, and educational opportunities. On the environmental front, Central Pattana is progressing toward Net Zero 2050 and has been recognized as DJSI Best-in-Class for seven consecutive years. Stay updated on Central Pattana: https://www.centralpattana.co.th/th/shopping/shopping-update/lifestyle-activities

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