Most of the region’s major media networks have been invited to present credentials, including OMD and AGI, the incumbent agencies, as part of a mandatory review of suppliers for government-linked companies.
Lee Huei Chern, SDC’s marketing director, confirmed the news and has yet to draw up a shortlist.
Sources predict that the process will be geared towards managing the island resort’s diverse target audiences at home and overseas.
The island currently targets families with tourist attractions such as Underwater World and Dolphin Lagoon, the wealthy with luxury hotels such as Capella, and event organisers with venues such as Tanjong Beach.
However, SDC’s targeting is likely to become even more complicated over the next two years when Resorts World, the multi-million dollar leisure, gaming and conference complex is established on the island.
The launch of Universal Studios within Resorts World, touted as the largest park of its kind in Southeast Asia, will add another layer to the Sentosa brand.
Sentosa embarks on media agency review
SINGAPORE - Sentosa Development Corporation (SDC), the Government-linked company which manages and promotes Singapore's most popular tourist destination, has initiated a review of its media agency arrangements.
