Mount Faber Leisure Group calls media and digital pitches

Mount Faber Leisure Group has called for media as well as digital and social pitches. Both appointments are for one year with the option to extend for another. The media tender closes on 28 July while the digital and social tender closes on 1 August. Havas Media is the media incumbent while Blak Labs is the digital and social incumbent.

Mount Faber Leisure's spokesperson told MARKETING-INTERACTIVE: "The two agencies must have a good understanding of the group’s businesses that cut across the attractions and lifestyle industry. The media agency will have to deliver a cost-effective yet impactful media strategy that is in line with our campaign objectives, while the social media agency should demonstrate creativity in copywriting, storytelling and design to build a strong social media following."

According to the group, the appointed media agency will be responsible for media planning, plan execution, portfolio management and tracking, provision of market intelligence, and other value-added services such as new opportunities evaluation, strategic partnerships and tie-ups with non- and/or existing agency clients.

The pitch comes as Mount Faber Leisure sees the need to create a top-of-mind leisure brand with both locals and tourists by achieving stronger marketing and communication synergies, with integrated brand and tactical campaigns that are targeted to the right core target audience.

The appointed digital and social agency will be responsible for the development of an overall digital strategy, planning, creation and management of monthly social content, strategic counsel and advice, and market insights and trends.

The agency will also be required to conceptualise, plan and implement integrated campaigns and activities to support its branding and marketing plans, carry out performance reporting with in-depth analysis and maintenance of digital marketing systems and brand community management where necessary.

According to the Group, its objective is to create an integrated marketing strategy to combine the brand’s offline and online channels into one seamless experience, in order to succeed in today’s vibrant and competitive tourism landscape. Shortlisted agencies for both pitches will be required to submit two proposal briefs for evaluation purposes.

Separately, the Group brought on board Upcycle Communications last year to oversee PR duties for Singapore and key regional markets for 12 months. The agency was responsible for strategy, media and KOL relations, partnerships, crisis communications, from planning through to execution, for brand and tactical media campaigns

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