SPREADING ITS WINGS OUTSIDE PUTRAJAYA
Award-winning developer aims to strengthen and expand its new brand promise and experience beyond the capital.
MANY of us have come to know Putrajaya as a government administrative city made up of state-of-the-art buildings, spacious offices and inviting greenery.
However, this award-winning city was not built to be an exclusive government capital.
Rather, Putrajaya was meant to be a thriving, self-sustaining city, having a broad population mix of people from different work cultures and interests.
Over the years, developer Putrajaya Holdings Sdn Bhd (PJH) adopted strategic marketing strategies through its activities and highway billboards to promote Putrajaya as a great place to live, work and set up businesses.
As a result, a steady influx of population has moved into the city and around the vicinity.
To further enrich the lives of its community and attract the public, PJH launched its Oxygenation campaign in December, with the tagline “Breathing Life into the Nation” to strengthen, expand and activate its new brand promise and experience beyond Putrajaya.
Propelled by five essential elements, the campaign aims to communicate the company’s ability and development characteristics to create even more exciting environments.
PJH chief executive officer and director Datuk Azlan Abdul Karim said the campaign stems from the idea that property development is not just about look-and-feel, but also about how the company breathes life to the homes, community and environment it conceives.
“It is a powerful tool that will enhance the PJH brand recall for everyone. The potential of PJH will be understated if our focus remains solely on the idea of being ‘green’, as we have built far beyond a green environment and sustainable buildings.
“Oxygenation will support the company’s capacities and capabilities that bring about excitement and confidence to go beyond the boundaries of Putrajaya,” Azlan explained.
He said this will build more trust and confidence in the PJH brand within the industry.
“The five Oxygenation elements will serve as the underlying nature of everything we do – from innovation to building homes, com- mercial and good environments – all essential components of nation-building, wholesome communities and healthy, thriving cities,” he said.
These five elements which will act as a guide for future PJH developments are Ideas, Living, Vibrancy, Community and Environment.
IDEAS is about forward-looking new solutions, exploring novel building methods and techniques.
LIVING is about building purposeful homes that are distinct, original and versatile.
VIBRANCY is about creating new opportunities and synergies in commercial and retail.
COMMUNITY is about bringing meaning and purpose through good experiences to the people.
ENVIRONMENT is PJH’s continued commitment to a sustainable green way of life.
To market the city with its new brand positioning, PJH has set up campaign billboards on pillars along Jalan Tun Razak in the heart of Kuala Lumpur.
This is one of many steps planned to take its marketing efforts and awareness of the city to the next level.
Speaking of going green, PJH is working tirelessly not only to build a city, but also to transform Putrajaya from a Garden City to a Green City, making it the most liveable city in the country. To realise this goal, the developer is committed towards improving the quality of the living environment by reducing carbon emission, encouraging green businesses and promoting a green lifestyle in its urban activities and developments.
At the 15th Conference of the Parties (part of the 2009 United Nations Climate Change Conference) in Copenhagen, Malaysia made a conditional commitment to reduce the intensity of carbon emission by up to 40% by 2020, based on thee country’s gross domestic product.
Some of its efforts include the innovative reuse of locall resources from the early days of Putrajaya’s cconstruction such as utilising crushed rocks blasted from rockhills to construct an award-winning rock-filled dam. Smaller rocks were also used as mulching materials for landscaping and to pave the roads within the city.
Other green building initiatives that were implemented included the use of centralised chilled water for airconditioning systems in buildings in the central business district, the construction and retrofiting of buildings in accordance to the Green Building Index (GBI) Certification, and the ecohydrology management of Putrajaya Lake annd Wetlands.
In recognition of its extensive envi- ronmental-friendly efforts, PJH has won numerous prestigious awards such as the Ministry of Energy, Green Technology & Water Low Energy Office Building Asean Energy Award and Green Build Asia 2012 Best @ Show Award Best New Product (Green City Planning) in 2012; and The Malaysian Construction Industry Excellence Awards 2017.
The developer has also bagged multiple Platinum, Gold and Silver GBI Certificates over the years for each of its development segments.
In May, PJH was the second runner-up in Category 1: The Business Leadership in Sustainability at the Malaysia Green Building Confederation Awards 2018 in Shah Alam.
At the event, it also emerged the winner in Category 2: The Leadership in Sustainable Design and Performance for its Ministry of International Trade and Industry building, and first runner-up for the Heriot-Watt University Malaysia campus building.
PJH proudly took home the European Awards for Best Practices 2018 recently for its best practices and results in quality management strategies.
The European Awards for Best Practices 2018 was organised by the European Society for Quality Research Award in Brussels, Belgium.
“Winning this award was a remarkable achievement and honour for PJH as it also serves as a recognition of the collaborative and exceptional quality of work by the PJH family. We would not have come this far without their enduring support and contribution.
“I hope this award will further motivate our staff to continue to work hard, and provide better services and quality products to our stakeholders and the public,” Azlan concluded.