South East Asia: Sentosa awards tactical contract

SINGAPORE: Local shop AGI Communications has triumped following a five-way shootout to scoop the tactical marketing brief for Sentosa, one of the city's top three tourist destinations, which is spending S$30 million (US$16 million) to refresh its brand. AGI beat off Adcom, CreAds, Gartshore and incumbent CityLife. The account is estimated to be worth more than $3 million this year. AGI will handle tactical marketing for Sentosa's year-round promotions, events and entertainment programming locally and for Malaysia. The pitching agencies were asked to submit creative recommendations, focusing on the destination's mainstay attractions, including the Merlion, which has been given a new spin by design and production companies Jack Rouse Associates and BRC Imagination Arts. Said Sentosa marketing director Maurice Williams: "In our selection process, the agencies were judged on a host of criteria, among which was their creative submission for the launch of our Merlion attraction."