The account will involve the development of master and sub-brand strategies, with an implementation road map for internal and external communication.
The appointment came after a pitch called in June, for a two-year contract, with an option to extend for an additional year. The pitch received nine tenders, including Asatsu-DK, Cruash Advertising, McCann Worldgroup, Saatchi & Saatchi and incumbent Mandate Advertising.
Grey Group will implement strategic brand programmes and campaigns to strengthen Sentosa’s position as the preferred leisure and lifestyle destination for its various target audiences in key markets.
Subbaraju Alluri, chief executive of Grey Group Singapore, noted that the brand master plan it has developed for Sentosa aims to bring forth its position as a premiere destination.
The agency will roll out the first campaign to the public in the first quarter next year, involving an activation of Sentosa Island’s six key zones (Tanjong Beach, Imbiah, Siloso, Palawan, Sentosa Cove and Sentosa Golf) progressively.
Alluri told Campaign Asia-Pacific that the strategy is to reposition the island as a centre of enjoyment for everyone, elevating Sentosa beyond its current status into a more holistic leisure destination that is family friendly with varied offerings for adults and kids.
Tay Cheng Cheng, director of branding and communications at Sentosa Leisure Group, said Grey Group presented fun ideas to showcase Sentosa’s brand personality and connect with its guests.
“Their creative concept is clearly and cleverly weaved across various communication platforms in a manner that is out of the ordinary and exciting,” she added.