Sentosa Development calls creative pitch

The appointment of the agency is for a period of two years, with an option to extend for another year. The tender consists of two briefs, of which the first brief is a three-year 360 brand strategy and creative campaign.

The tender submission requires a three-year master brand creative strategy and roadmap, building the brand architecture and framework for the company across various business units and all sub-brands for consistency.

“The agency must clearly demonstrate the continuity of the strategy across all three years, and the connection between the first two years and the third year,” the tender stated.

Mandate Advertising is the incumbent creative agency for Sentosa Development's brand and tactical campaigns, appointed in January 2011.

The brand campaign aims to establish Sentosa as the preferred leisure and lifestyle destination among families and yuppies in Singapore and Asia by building a strong connection between Sentosa and its audience with emotional benefit; positioning Sentosa as the definitive leisure and lifestyle destination of choice among the minds of audience; and growing awareness among locals about what Sentosa is today.

According to the tender, current perceptions are that “There is nothing much to do on Sentosa”, “A fun day on Sentosa is at Universal Studios Singapore”, “Sentosa is expensive” and “Sentosa is too far for me”.

The tender submission should also include digital and social media into its recommendation as a holistic approach to the brand strategy, by creating an online destination aligned with the physical destination experience as well as conversation and engagement among the target groups using branded content and creative social media applications.

Its target audience is high-spending power families and yuppies, with above-average household income, with 70 per cent families and 30 per cent yuppies.

Its primary target group is families with young kids aged four to 12, seeking family bonding time and opportunities, while the secondary group is yuppies, DINKS (dual-income no kids) and HMIs (highly mobile individuals) aged 25 to 34.

The second brief is internal branding campaign, where the agency should develop an advertising/communications/activation strategy and propose a creative solution that is cost-effective and communicates the renewed brand strategy to staff and island partners alike, with a clear objective of building employee brand ambassadors and stronger partner engagement.

The agency should take into account the company’s mission and vision as well as key findings from market research to review the current brand health to make plot the path in which the brand should head.