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JLL appointed marketing consultancy for Jurong Lake District

REAL estate consultancy Jones Lang LaSalle (JLL) has won a tender to market Jurong Lake District (JLD) amid plans to promote the district.

The one-year contract, which comes with an award value of S$130,000, was awarded on Aug 24 after the tender closed in June, government procurement portal GeBIZ showed.

In response to queries on its plans for JLD, JLL told The Business Times it will be consulting key stakeholders involved in the development of JLD over the medium term.

Regina Lim, head of capital markets research for JLL Asia Pacific, said: "These include potential occupiers and companies to understand how the way they use their offices may change due to Covid, and what requirements will become more important to them."

Ms Lim added that JLL will be speaking to developers and investors as they will be able to offer feedback on the best way to "position, phase and develop" JLD as an up-and-coming, sustainable attractive area for growth.

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The consultancy also plans to work together with the Urban Redevelopment Authority (URA) to transform JLD's image, as well as use marketing materials and other strategies to promote the district to developers, investors and end-users.

According to the tender specifications set out by URA, the appointed consultant has to - among other things - "develop a comprehensive set of marketing and communication strategies and collateral" to shake off developers', investment funds' and businesses' perception that Jurong is largely an industrial town.

The aim is also to promote JLD as an attractive place to live, work and play to the public and businesses, and to attract real estate developers and investment funds to participate in Government Land Sales in the district in the near term.

With a size of 410ha, JLD has four key precincts: Jurong Gateway; a new mixed-use precinct Lakeside East; leisure and recreational area Lakeside West; and an International Business Park.

According to the tender document, JLD will provide over 100,000 new jobs and 20,000 new homes once it is fully developed.

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