Mandai Wildlife Reserve has unveiled the ‘Take off to Paradise’, an integrated campaign for Bird Paradise, its latest wildlife park spanning 17 hectares located within the integrated nature and wildlife destination of the Mandai Wildlife Reserve.
The campaign is in partnership with creative agency, The Secret Little Agency, which spans film, activation, social and OOH assets.
“We wanted all Singaporeans to realise how easily accessible this slice of wild and colourful paradise really was, with a visit to Bird Paradise being the easy respite from the monotony of our everyday lives,” said Nicholas Ye, chief creative officer of The Secret Little Agency.
The short film begins with various individuals in dark and moody scenes representing the humdrum of daily life such as being stuck in a traffic jam or held up by work at the office. These individuals will then be drawn to light coming from nearby cracks to represent an escape into paradise.
“Be it a moment up close with one of the birds, learning something new from a fascinating avian presentation, or chatting with our passionate keepers, we’re excited for everyone to come and discover their piece of paradise with us,” added Sandy Lee, vice president of marketing, Mandai Wildlife Group.
The ‘Take off to Paradise’ film is also set to a poem by Joel Tan, a Singapore poet and playwright, and is read by professional narrator and voice over talent Ramesh Panicker.
Beyond the film, the campaign will also utilise out-of-home executions featuring three of the aviaries in the park: Hong Leong Foundation Crimson Wetlands, Nyungwe Forest Heart of Africa, and Kuok Group Wings of Asia. One of its placements include a digital experience at the Dhoby Ghaut Great Wall that aims to remind commuters that paradise is near.
In its efforts to boost social media outreach, the campaign includes an interactive in-park experience where individuals can take photographs at an AR photowall using a special Instagram filter that features the sights and sounds of the park.
Earlier this year, Mandai Wildlife Group announced a three-year strategic partnership with Klook as it stepped up its global reach to boost international visitorship to the Mandai Wildlife Reserve, the integrated wildlife and nature precinct that is home to Singapore’s wildlife parks.
Using Klook's digital marketing and social content capabilities and strength in APAC, the collaboration targets the growing millennial and Gen-Z segments in six key markets namely Australia, Indonesia, Malaysia, the Philippines, Thailand and South Korea to drum up interest around the region, said a spokesperson at Klook when MARKETING-INTERACTIVE reached out.
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