City Gas calls for first branding and integrated comms pitch

City Gas, Singapore’s piped town gas provider is on the lookout for a branding agency, as well as a PR and integrated communication agency in 2021.

In a statement to MARKETING-INTERACTIVE, a spokesperson from City Gas said it is looking for a branding agency in February 2021 to revamp or refresh City Gas’ brand image. The agency will be tasked to walk City gas through from inception, strategy to execution, including an internal communications plan for City Gas employees.

The spokesperson also added that the agency is expected to work with the appointed agency for integrated communications to deliver a “synergistic” rebranding execution. The rebranding efforts will affect all its businesses in the residential, commercial and industrial sectors. City Gas currently has more than 850,000 customers across all its sectors, she said. City Gas’ rebranding efforts may either be based on a complete brand revamp or brand refresh exercise.

Meanwhile, the tender for the PR and integrated communication agency sees City Gas looking for a one-stop advertising, public relations or 360 integrated communications agency with public relations counsel, media buying, creative and production capabilities. The appointment will be for a multi-year campaign spanning over a period of not more than three years. Both tender submissions will end on 22 January 2021.

According to City Gas’ spokesperson, this is the first time it is appointing an agency to provide both PR counsel and media strategy for above-the-line and below-the-line activities. City Gas’ call for a rebranding exercise comes as it is focusing on retaining its market share in its core businesses of piped town gas and gas solutions. “Our ultimate goal is for the man on the street and key stakeholders to know that town gas is green and environmentally friendly.  Key stakeholders should be aware that town gas is lower in carbon emissions compared to electricity, and town gas is the cleanest energy choice,” the spokesperson said.

Additionally, City Gas is also developing ways to utilise hydrogen as a potential green energy source. Therefore it believes that it is timely for the company's logo and tagline to be updated in order to be synergistic with the milestones that City Gas has achieved and reflect its future growth potential.

City Gas is a fully-owned subsidiary of Keppel Infrastructure Trust. According to its official website, it provides a one-stop service for customers to obtain access to town gas in Singapore. This includes gas pipe installation, activation, maintenance and the retail of gas appliances and solutions. City Gas boasts to be a town gas supplier to more than 800,000 homes, which includes housing and development board flats, private condominiums and landed properties. It is also said to cater to over 15,000 commercial and industrial premises – ranging from restaurants, food courts, hotels and hawker centres, to food processing and manufacturing plants and printing organisations.

City Gas became a divested entity from PowerGas, a member of the Singapore Power Group which owns the gas pipeline network, in January 2002. However, it still continues to work closely with PowerGas to ensure the smooth delivery of gas services to its customers, according to City Gas.

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