Draft, Initiative Media and Octagon joined forces to win the advertising and promotions brief for NTUC's water theme park attraction in a review that also saw Nexus Asatsu retain the operator's Escape Theme Park assignment.
However, the IPG companies have been tasked to provide strategic partnership consultancy for NTUC's three attractions, including Escape Theme Park and its restaurants and chalets in Downtown East.
Draft and Initiative were named to handle the launch campaign of the water theme park, which will officially open to the public in the middle of next year.
The marketing thrust will include television, print, online games and events, with the geographic scope aimed at Malaysia, Indonesia, Thailand, Hong Kong and Taiwan to also attract tourist dollars.
Draft Singapore group business director Lee Wee Nah said that the campaign would focus on the experiential aspects of the park.
"It is the experience, not the water theme park that we really need to sell. Special events, promotions, concerts and theme days will all play a part in generating visits to the water theme park and establishing a strong brand bonding among consumers, partners and sponsors.
"And in order to gain repeat visits we need to tailor these events around the needs and wants of the target audience. These events will be used to drive traffic during both peak and non-peak periods," Lee said.
The three Interpublic siblings have also been given the job of coming up with new and unique strategic partnership programmes for all NTUC Lifestyle World brands - the water and escape theme parks and Downtown East.
Initiative Singapore general manager Julie Tilley said that these programmes in the past typically involved finding companies to sponsor specific rides.
However, she said that this isn't enough for potential sponsors today.
"We have to look at the business in totality when we find companies to sponsor rides. We also have to be able to offer more relevant opportunities such as corporate sponsorships and giving companies the chance to advertise in other spaces," Tilley added.
The launch of the water park, whose official brand name has yet to be finalised, is aimed at capitalising on the success of the Escape Theme Park and Downtown East, which made its debut in Singapore in 2000.
Last year, for example, about three million visitors passed through Downtown East. Because an estimated 10 per cent of them were tourists, NTUC is also planning a regional campaign to raise awareness of the parks among leisure travelers, students and transit passengers.