One Faber Group hunts for media partner

One Faber Group (1FG) is on the lookout for a media agency, and the appointment will be for a period of one year, with an option to extend for another. The agency will be handling 1FG’s media planning and buying for all its brand and tactical media campaigns. The incumbent on the account is The Media Shop.

According to the tender document seen by Marketing, 1FG aims to build brand association and connection with all its product brands and resonate strongly with its target audience to drive visitorship and repeat visits. In addition, the company also looks to position itself as the provider of unique leisure experiences that allows people to escape from the hustle and bustle of their daily life, and push the Singapore Cable Car as the best way with stunning views to get into Sentosa, where Faber Peak is the gateway.

According to 1FG, currently some of the challenges it faces include the perception that Singapore Cable Car is an expensive mode of transport, and that Faber Peak Singapore is inaccessible with “nothing” appealing to visitors. In addition, 1FG said there is also a lack of interest and consideration to its other attractions (i.e. Wings of Time) as a leisure activity, while the company is also planning ahead to address the new consumer lifestyle post COVID-19 pandemic.

With the new media agency, 1FG aims to:

  • Drive revenue and footfall to 1FG product offerings and premises.
  • Drive awareness of 1FG product brands and other product offerings (e.g. signature events, themed dining, promotions, etc.) both online and offline, in Singapore and selected markets for tactical offers
  • Establish interest of its target segments in its product offerings, signature events, programming and promotions.
  • Drive sales leads and translate to over the counter sales.
  • Drive advance booking through new 1FG website when it is ready by end of 2020.

With the continuous growth of the Asia’s tourism industry and increasing competition from new attractions and leisure destinations in Singapore and the region, 1FG will be targeting the families with young kids aged three to 12 years old, as well as young working adults without kids /PMEBs, aged between 26 to 45.

The tender specifications revealed that for domestic-related campaigns, especially focusing on post-COVID-19 recovery strategies, the immediate target audience will be on local Singapore market and the extended domestic market, Malaysia. However, when the current situation gradually improves, phase two of marketing campaigns will be targeting foreign independent tour travellers into Singapore, in which 1FG’s key overseas markets are Greater China (including Hong Kong), Philippines, Indonesia, India and Australia.

(Related article: One Faber Group picks agency for regional media duties)

1FG was previously called Mount Faber Leisure Group, and was rebranded in April 2017 to reflect its expanded product offering across Mount Faber and Sentosa Island. Its legal name remains as Mount Faber Leisure Group, which is a wholly-owned subsidiary of Sentosa Development Corporation and operates as an autonomous commercial arm.

1FG operates a suite of leisure and lifestyle services including attractions, guided tour experiences, the management of event venues, souvenirs and lifestyle merchandise as well as F&B operations such as the Singapore Cable Car and Faber Peak Singapore, among others.  

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