Positioned as Singapore's "first Asia-focused logistics REIT", units under the Mapletree initial public offering were oversubscribed by 43.88 times, raising S$211.39 million ($127.4 million) at the top end of the pricing range. The first day trading saw units reach a 34 per cent premium over the offer price. Gavin Anderson worked with SparkFury Creative Consultants, Clearedge Productions, OMD and Avivar Audience Communications to develop print collaterals, DM materials and print ads for the retail marketing campaign, aimed at educating investors about the potential of a logistics REIT.
"As Mapletree is the first REIT focusing only on logistics assets, a certain degree of investor education on the logistics sector was needed, highlighting the growth potential of the Asia-Pacific logistics sector," said Gavin Anderson Singapore MD Terence Foo. "The creative execution focused on conveying the vibrancy and growth potential of the regional logistics sector, while emphasising the attributes of the REIT's initial set of assets as well as its regional strategy for growth, among other key investment highlights." Print advertising ran in local dailies, while booths were set up to distribute prospectuses and brochures. In addition, a TV spot played on a large outdoor screen in the heart of the business district. The campaign marked the consultancy's second consecutive REIT IPO campaign, following 2004's Suntec REIT offering. The first four Singapore REITs were launched by Weber Shandwick.