Sentosa Development Corporation names PR agency

Sentosa Development Corporation (SDC) has appointed The Hoffman Agency Asia Pacific to manage its public relations duties for one year, with the option to extend for another.

This followed a tender which was called on 4 July 2017, which saw four other agencies vying for the account - incumbent Asia PR Werkz, Affluence PR, Baldwin Boyle Shand and Redhill Communications, according to Gebiz.

“We picked Hoffman for their eclectic mix of qualities, which align well with the Sentosa brand. We look forward to harnessing Hoffman’s experience in various industries such as leisure, F&B, entertainment and tech. Together, we will work to welcome more visitors to Sentosa, and encourage our local residents to rediscover the island as a recreational spot with unique experiences that will draw them to visit more frequently.” Tay Cheng Cheng, director, branding and communications, SDC, said.

Last December, SDC named Lynette Ang its CMO to lead its newly-formed marketing division, which integrates SDC’s branding and communications, sales and marketing, business promotions, events and programming as well as guest services functions. Ang was the chief brand and communications officer at NTUC Enterprise for over three years, first starting in November 2013.

During the same period, SDC picked digital agency Carbon Interactive to undertake its 2017 brand campaign for its Singapore, Malaysia and Indonesia markets. The contract, worth between SG$300,000 to SG$400,000 per year, will run for one year four months with the option to renew for another two years, according to the agency.

Earlier in December 2016, it named Dentsu Singapore to drive strategic branding and tactical marketing communications. The agency is responsible for offering strategic counselling and planning services, as well as oversee the conceptualisation, development and implementation of integrated branding and marketing activities for Sentosa. This is in a bid to establish positive emotional connections between the brand and its audience in Singapore and abroad.