Why CityMall tapped Anne Curtis as endorser

ABS-CBN News

Posted at Mar 09 2015 11:24 AM | Updated as of Mar 09 2015 11:13 PM

MANILA, Philippines - Community mall developer CityMall Commercial Centers Inc. has tapped popular actress Anne Curtis as its brand ambassador.

CityMall is owned by DoubleDragon, the property firm of Mang Inasal founder Edgar “Injap” Sia II and Jollibee Foods owner Tony Tan Caktiong, and Henry Sy's SM Investments.

Sia believes Curtis is the perfect celebrity to endorse CityMall, which is being positioned as an "everyday mall" in the neighborhood.

"We believe that Anne is an incredibly influential celebrity with aspirational qualities. Her genuine and lovable personality has enabled the everyday Filipino to relate to her. This is exactly why we feel that she is the perfect face behind CityMall and its vision to uplift the standard of community malls across the country," Sia, DoubleDragon chairman and CEO, said.

Curtis said she is happy to work with the CityMall brand.

"Yung CityMall kasi is focused on developing areas in the country. I am very happy to represent a Company that is playing such an important role in enriching the lives of our fellow Filipinos, especially those that are in the provinces. CityMall creates more jobs and improves our overall lifestyle as well," she said.

The first CityMall will be opened in Roxas City, Capiz on March 27, with a special appearance from Curtis.

There are several CityMalls being constructed around the country this year.

"CMCCI has secured 20 sites to date, and puts the company in line with its goal of completing 25 CityMalls by end of 2015 and 100 CityMalls by 2020, all in prime and strategic locations," the company said.

The company envisions these CityMalls to become the largest branded community mall chain in the Philippines.