TROPICANA Corp Bhd (TCB) has many reasons to celebrate this year, apart from turning 35.
Over the past two decades, TCB has built a reputation for excellence, not just for developing properties but also for building quality resort-themed homes. Today, the Tropicana portfolio reflects the growing aspirations of a much broader range of home purchasers across Malaysia and the region.
In May last year, the group undertook a transformative exercise, which included land acquisition and corporate rebranding. It was during this exercise that the name was changed from Dijaya to Tropicana, which is synonymous with the prestigious Tropicana Golf & Country Resort.
This year has been about brand building, accelerating the success pace and setting new growth paths. TCB has made important operational and financial progress and improved its fundamentals.
Thanks to its recent efforts and past achievements, TCB won four awards at the Asia Pacific Property Awards 2014 and the BCI Asia Top 10 Developers Award 2014.
Tropicana 218 Macalister received the five-star rating for Best Commercial High-Rise Development, Malaysia, and Tropicana Gardens was accorded the five-star rating for Best Retail Development, Malaysia. Tropicana Danga Bay in Johor won the Highly Recommended Award for Mixed-Use Development, Malaysia, while Tropicana Metropark in Subang received the Highly Recommended Award for Commercial Landscape Architecture, Malaysia.
On April 15 this year, TCB launched the Tropicana Collection campaign with a showcase of inspired living choices that went on for six weeks. By May 31, the campaign achieved resounding success, recording RM649 million in sales. The success was underpinned by sustained demand at its exclusive projects in Penang, the Klang Valley, Iskandar Malaysia and Kota Kinabalu.
The higher-than-expected sales were achieved despite the softening real estate market in Klang Valley, Penang and Iskandar Malaysia due to cooling measures introduced by the government to address rising property prices.
The campaign featured TCB’s exclusive developments ranging from completed projects to those under construction, luxurious landed residential units to exclusive high-rise residential properties, and contemporary commercial developments to modern shop offices.
“We continuously engage with customers through our sales galleries and by regularly hosting events. We decided to introduce the Tropicana Collection campaign as we felt there was a market for our type of products, despite all the cooling measures,” TCB marketing and sales executive director Pamela Loh told Property Times.
“We are very pleased as the results demonstrated that we have not only delivered on customers’ demands, but also kept true to the Tropicana development DNA that is built on the cornerstones of accessibility, connectivity, innovative concepts and designs, generous open spaces, amenities, facilities, multi-tiered security and quality,” she said.
TCB recently had another double celebration with the opening of its signature property sales gallery at the Tropicana City Mall in Petaling Jaya, Selangor, and the unveiling of its new website, which is more interactive and is in line with the Tropicana corporate identify.
“This is a hybrid sales gallery and it showcases all the projects under the Tropicana umbrella. We want people to walk in and experience what Tropicana is all about. We hope people will have more interest in real estate and buy our properties. We do have a lot of interesting projects,” Loh said.
~ By BUSINESS TIMES
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