A raffle to entice, excite even the elite
At 11:59 pm on Jan. 31, as submission of entries to the pair of highly anticipated annual raffles comes to a close, regular folks won’t be the only ones crossing their fingers and toes, hoping to win. Even the well-heeled can get electrified over a raffle, and why not? For this year’s Rockwell Christmas Raffle and Rockwellist Exclusive Raffle, the company will be giving away a Pangea green Land Rover Defender 110 and a Fuji white Defender 90, respectively, worth almost P7 million each.
“Every year since 2006, we give away different cars to celebrate the holiday season, and usher in the new year,” said Tracey Castillo, Rockwell Land Corp. chief marketing officer and vice president for residential development.
According to her, Rockwell works with different car brands to make every Christmas raffle special. Castillo said they choose a car that would best excite their customers and make them want to do all their shopping in Rockwell.
In 2017, Rockwell started holding an exclusive car raffle for their Elite customers. These are shoppers who spend at least P500,000 on shop.therockwellist.com or any establishment from Power Plant Mall and Rockwell Center Retail.
“We wanted to reward our most loyal customers, and encourage more people to join our raffle,” Castillo said. “It was very well-received as we tend to gain more customers and high spenders whenever we raffle off more than one car.”In fact, once the “ber” months approach, their offices get numerous inquiries from mall-goers asking what vehicle they will be giving away for the holiday. Some of shoppers even put off their high-ticket purchases, like a Rolex, toward the end of the year just to qualify for the raffle period.
“The exclusive raffle for high spenders allows them to have more chances of winning the prize, and this is an opportunity or incentive we want to give our loyal shoppers,” Castillo said. “We try to make it part of our initiatives as much as possible.”
Exclusive
This year’s prizes reflect “a blend of reliability and luxury, providing a distinctive driving experience that we believe our customers will appreciate,” Castillo said. “The Land Rover Defender is considered iconic for its enduring design, versatile performance and rich heritage. Its adaptability appeals to a broad range of lifestyles, making it a sought-after vehicle by our market.”
“Our goal is to create a memorable and exciting experience for our customers during the Christmas raffle. We strive to make each year’s raffle unique by selecting different cars, aiming to surprise and delight our customers,” she said, adding that they aim to provide clients with something new and exciting every year.
When selecting prizes, they carefully consider what would resonate most with their customers, taking into account their preferences and feedback from previous events to ensure that the chosen car aligns with their lifestyle and would be something that will entice and excite them.
“The decision is not just about the prestige of the car, but also about creating a special opportunity for our community,” she added.
In the past, the company has raffled off cars from Jaguar, Mercedes Benz, Audi, Porsche and also Land Rover. No wonder the raffle’s got even the upper crust all agog. INQ
