One Faber Group has unveiled a new brand logo. The new logo was created with reference to the two logos it used to promote local attractions such as Singapore Cable Car and Faber Peak Singapore, which it is known for.
The new logo also comes following the launch of the company in April last year, which is an autonomous subsidiary of Sentosa Development Corporation. The new lifestyle brand was created to reflect an expanded suite of leisure and lifestyle services, which includes attractions, guided tours, event venues, souvenir and lifestyle outlets as well as F&B operations. Through the new logo, the group aims to capture the heritage of the group by featuring the elements of a mountain, sea and sun – where its collection of attractions is found. This includes Mount Faber, Wings of Time by the sea, and the Singapore Cable Car in the sky, which has been part of Singapore’s leisure experience for four decades.
To raise awareness on the new brand, the group developed brand assets including a new brand video to encapsulate its tagline and communicate One Faber Group as a one stop leisure brand. It also unveiled its brand tagline, “One Escapade, Countless Experiences” to capture the brand’s value proposition.
In a conversation with Marketing, a One Faber Group spokesperson said that the assets will be used for reaching its key stakeholders including travel agents and overseas and local guests. When asked about the cost of the brand launch, the spokesperson explained that it was pegged in One Faber Group’s retainer and project fees as part of its overall marketing budget. As such, the group was unable to give an absolute cost.
The company worked with M&C Saatchi to conceptualise and design the key visual and brand guide, Atomz for creative, PHD for media buy and Word of Mouth Communications to manage the PR. It also worked with Pixel Musica to create the One Faber Group video and most recently reappointed Carbon Interactive for digital duties.
To market its attractions, the company will leverage on pre-arrival and post arrival platforms to reach its target audiences, with focus on 360 marketing campaigns that incorporate a combination of digital, mobile, OOH print media and PR activation.
To target locals, it developed a themed calendar of events to celebrate special occasions. This includes Valentine’s Day, National Day and Year-end festivities, with the aims of offering unique guests experiences and drive repeat visitorships. One Faber Group also partnered with key stakeholders such as Resorts World Sentosa and DBS to promote its products on their platforms through joint marketing efforts and promotions.
To reach out to tourists, it added that it would continue to buy into market-specific platforms in line with its top overseas markets with the aim of increasing awareness of its product offerings and brands. These markets are India, Greater China, Philippines, Korea and Vietnam.
“Mount Faber Park, Singapore Cable Car and the Sentosa Merlion hold nostalgic memories for many Singaporeans, many of whom remember family visits from their childhood. One Faber Group aims to reconnect with locals and invite them to return, to recapture and relive their happy moments and create new ones with us,” Lim Suat Jien, managing director, Mount Faber Leisure Group.
Currently, One Faber Group operates local attractions such as Singapore Cable Car, Wings of Time, Sentosa Merlion and Faber Peak Singapore. It also operates F&B establishments such as Dusk Restaurant & Bar, Spuds & Aprons, Good Old Days and Show Bites, along with retail outlets including FUN Shop, Cable Car Gift Shops.