Red Communication wins Singapore Tourism Board, Tigerair Mandala

Singapore Tourism Board has named the agency as its social-media partner, after a pitch called in September. Red Communication is tasked with developing social-media strategy and management for the board’s Indonesia market.

The appointment is for two years, beginning last month. The incumbent was XM Gravity.

Damon Hakim, CEO of Red Communication, told Campaign Asia-Pacific that the agency will provide perspective based on local insights on how Singapore should position itself in the tourism industry for Indonesians.

“One of the many challenges for this account is how to create a different unique approach for one country compared to others,” he said. “Now despite its size, Singapore is a country that has it all, with infinite options to do things, with ease and comfort beyond other countries. But Indonesia as one of its closest neighbours assumes they have seen it all. While the fact and truth is they have only scratched the surface. So we need to come up with a creative social-media strategy to tackle this.”

Tigerair Mandala, meanwhile, retained Red Communication Indonesia as its digital agency without a pitch. The agency started working with the then Mandala Airlines at the end of last year, handling all its digital marketing strategy including social media.

Red Communication is responsible for the airline’s digital marketing strategy and production.

Hakim said it is a challenge to convey messages about the airline’s safety policy and pricing strategy in this highly competitive industry. “The message is also about the rebirth of Mandala Airlines and its subsequent rebrand into Tigerair Mandala but still maintain its characteristics,” he added.

In 2011, the then Tiger Airways and local strategic investment firm Saratoga Investama acquired 33 per cent and 51 per cent of Mandala Airlines, respectively. Last July, Mandala Airlines rebranded as Tigerair Mandala, following a rebranding exercise of the Tiger Airways Group.

Red Communication’s other clients also include multinational brands such as Nestle and Unicef.