ION Orchard, a retail landmark in Singapore, has appointed global marketing and communications agency LEWIS to handle its social media duties following a pitch. LEWIS will handle content creation, management and optimisation of social marketing for ION Orchard, in addition to maintaining a consistent identity and distinctive voice for the brand. Prior to LEWIS, VML Singapore was the appointed social agency for ION Orchard, tasked to strengthen ION Orchard's identity by developing strategies that increased top-of-mind awareness for the shopping mall among its target audience.
This appointment comes as ION Orchard, which has a fan base comprising of both local and international audiences, seeks to further engage its fans and harness social media as part of its marketing ecosystem to drive traffic and footfall to the mall. Jointly owned by CapitaLand and Sun Hung Kai Properties, ION Orchard features global flagship and concept stores of both established and new-to-market brands, covering fashion, lifestyle, entertainment and F&B.
Yeo Mui Hong, CEO of Orchard Turn Developments said the retail landscape today was fast-paced and immediate, with a constant need to anticipate, and adapt brand communications to acquire, engage and retain shoppers. She added that LEWIS demonstrated creative thinking in meeting the company’s business objectives, and also had its “pulse on the motivations" of the consumer and their path to purchase. “. As we enter our 11th year of business, it will be interesting to see the mall with new eyes through LEWIS,” Yeo added
Pamela Tor Das, managing director of LEWIS Singapore said ION Orchard had a sound brand positioning, iconic facade, and hard-to-miss location. “As consumers look forward to a retail experience in the new normal, we are excited to partner with ION Orchard and look forward to demonstrating how strong brand equity on social can translate into tangible business outcomes,” Tor Das added.