Mount Faber Leisure Group is looking for a Digital and Social Media Agency. According to a tender document seen by INTERACTIVE-MARKETING, the appointment is for one year with an option of an additional one-year extension. The appointed agency will provide the group with strategic digital consulting, social media community management and email marketing management services in Singapore. It will also support brand building and tactical campaigns in key regional markets such as Australia, Indonesia, India, Malaysia and the Philippines.
The agency will take on responsibilities such as developing a comprehensive digital strategy, planning, creating and managing monthly social content, as well as providing strategic advice and guidance. He will also take care of the groupmarket insights and trends, conceptualize, plan and implement integrated campaigns and activities to support its branding and marketing plans, performance reporting with in-depth analysis and maintenance of digital marketing systems, and management of the brand community. The call for tenders closes on July 2.
A corporate restructuring between Mount Faber Leisure Group and Sentosa Leisure Management led to the launch of a new corporate brand “One Faber Group” on April 1, 2017. One Faber Group is a wholly owned subsidiary of Sentosa Development Corporation and operates as a stand-alone commercial branch. . Its legal name remains Mount Faber Leisure Group.
Ahead of the launch of new attractions in 2022, the tender indicated that One Faber Group was planning to undergo a brand refresh exercise in 2021 to achieve better synchronization with its legal entity name of Mount Faber Leisure. Group. With digital marketing now an integral part of consumers’ buying journey, One Faber Group said in the call for tenders that it understands the importance of constantly reviewing its digital touchpoints and developing a marketing strategy. integrated.
Its main target audience is families with young children aged 12 and under. Its secondary target audience is young active adults without children. It aims to bond emotionally and resonate strongly with its target audience to generate visitors and communicate its brand values of escape, fun and memories, among its other digital and content marketing goals.
This latest tender comes shortly after Upcycle Communications was recently appointed as the group’s public relations agency to oversee public relations functions for Singapore and key regional markets. The 12-month tenure sees the agency taking on responsibilities such as strategy, media and KOL relations, partnerships, crisis communication, planning to execution, for branded media campaigns and tactics. . According to the brand, Upcycle Communications was selected in part because of its focus on sustainability, which aligned with the group’s strategy as well as Sentosa’s commitment to sustainability and Singapore’s 2030 Green Plan.
Previously, the Group also renewed PHD Singapore in 2016 for media functions. The agency has held the account since 2014 and the scope of work includes media strategy, planning, purchasing and operation of digital platforms. The agency had worked with the group from 2014 to 2016 to strengthen its brand position then as a relaxed and dynamic hilltop destination.
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