Themed Attractions and Resorts (TAR) has announced the new creative, media and digital agency for the KidZania Kuala Lumpur account, following a pitch in April 2013.
The agencies invited for the pitch were Alpha245, Carat, Grey Group, OMD Singapore, The Brand Practice, Lowe+Partners andcreative incumbent SpencerAzizul.
TAR has picked Grey Group to handle creative (retainer), Carat media and Alpha245 digital (project). Carat's appointment commences in July 2013 until December 2014.
Philip Whittaker, chief marketing officer, Themed Attractions and Resorts, told A+M, "The appointment was made based on their vast experience and strategic recommendation to address some of our business needs and requirements. All appointments were selected based on best recommendation and scores tabulated."
Agencies were tasked with providing their recommendations in their respective capacities to increase the awareness levels of KidZania Kuala Lumpur (KL) and Puteri Harbour Family Theme Park within Malaysia and Singapore, and ultimately to increase visitations to both the attractions.
The creative brief given was to come up with a three-month communication and marketing plan to promote KidZania KL as a wholesome kids edutainment theme park to families, educators and kids aged between 4 and 14 years.
For media, the task was to identify key media opportunities and platforms to optimise brand visibility for the attractions under the purview of TAR.
TAR has also selected OMD Singapore as the media agency for media strategies and implementation in Singapore for Puteri Harbour Family Theme Park and LAT's Place.