The "Wildlife Reserves Singapore" has been renamed to "The Mandai Wildlife Group" - a new corporate identity that will encompass both the zoological park operations and the ongoing rejuvenation work at the Mandai precinct. The newly integrated destination will house all of Singapore's wildlife parks along with a visual refresh for the parks.
The River Safari has been renamed to "River Wonders", to better reflect the experience it offers, while the Singapore Zoo and Night Safari retain their names. The group will also later welcome "Bird Paradise", which will replace the old Jurong Bird Park. The group will also launch "Rainforest Wild", which will offer explorations within a rainforest setting habitat.
Along with the group's new corporate identity, a new "Masterbrand Mandai", which embodies the passion and commitment for a thriving, biodiverse planet, was also unveiled. The new brand world is inspired by nature and the animals under its care, which continue to spark a sense of wonder amongst guests. Its new tagline "Come to life" serves both as an invitation to come closer to nature and experience the wonders of wildlife at Mandai Wildlife Reserve, and a call to take action and protect the planet by making better choices every day.
Group CEO, Mike Barclay, said that the group is committed to the vision of thriving wildlife and human communities living side-by-side, in well-functioning ecosystems. "In working towards this vision, our focus, therefore, goes beyond protecting animals and habitats, to encompassing community support, championing sustainable living and promoting nature-based solutions to mitigate climate change. Our rebranding comes at a critical time when action is urgently needed to mitigate climate change and reverse the devastating decline in the earth's biodiversity," he added.
The roll-out of the new brand identity and logos, along with additional visual assets, has commenced with a change in the group's corporate attire and the roll-out of new platforms such as the website, social media channels, eTickets, and key park signages. The complete brand refresh is expected to reach completion by the end of next year.
The Secret Little Agency (TSLA), which was appointed in August as the Group's global creative partner for three years, worked with the company on designing and working on creatives for the rebrand.
Additionally, the group will continue to support field conservation work by deploying its wildlife expertise in the areas of conservation planning, veterinary services, animal care and research. These efforts will be complemented by funding and in-kind contributions, which have amounted to over SG$10 million over the last five years. The work includes protecting local wildlife through funding and participating in research programmes, as well as the treatment and rehabilitation of 1,500 rescued animals at its two animal hospitals each year.
Moving forward, Barclay said that the group will redouble its commitment to work for a more sustainable future, together with new entities - Mandai Nature and Mandai Global.
Jointly established with Temasek, Mandai Nature will help to scale up conservation by working closely with conservation partners across the region. Mandai Nature will also apply nature-based climate solutions to protect the region's green and blue ecosystems, including forests, grasslands, wetlands, mangroves, and seagrass beds.
Meanwhile, Mandai Global will establish and operate new lines of business anchored in creating positive outcomes for nature and wildlife that span across the experience economy, ecotourism, edutainment, and green technology. It will look to partner with organisations committed to doing well through doing good. Examples include working with partners to curate nature-based experiences for discerning travellers, and exploring new platforms to strengthen its reach to audiences beyond its parks.
Aside from the new developments, the group looks to invest in a new amphitheatre at the Night Safari and a revamped Kidzworld in the Singapore Zoo. The group also plans to launch Ranger Buddies, an expanded programme with new exciting phygital activities for children.
Separately, the Group appointed Spark Foundry to manage its media duties last month, including strategy, media planning and buying for its parks. The appointment concludes a pitch that began earlier this year which saw 12 agencies eyeing the account. The agency’s contract spans two years, with the option to renew for another two. MARKETING-INTERACTIVE understands that incumbent Havas Media did not pitch for the account.
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