Mandai Wildlife Group, the custodian of Singapore’s renowned Mandai Wildlife Reserve, has selected TBWA\Singapore as its creative agency of record for the upcoming phase of transformation, following a competitive pitch.
TBWA\Singapore will be responsible for developing a comprehensive brand experience across the Group’s diverse portfolio, encompassing flagship zoological parks such as Singapore Zoo, Night Safari, Rivers Wonders, Bird Paradise, new green public spaces, and upcoming attractions like Rainforest Wild, nature-based indoor experiences, MICE facilities, and an eco-friendly resort. The appointment comes as part of the ongoing multi-year rejuvenation of the Mandai Wildlife Reserve, during which the Mandai Wildlife Group introduced a new masterbrand and brand world in 2021.
“Our ambition is to anchor our masterbrand, Mandai as a global biodiversity brand, and grow recognition and affinity for the Mandai Wildlife Reserve at home and around the world. We aim to be a meaningful and much desired destination for local residents and global travellers seeking diverse experiences ranging from unique wildlife encounters, immersive dining experiences to inspiring digital engagement and much more”, said Belina Lee, Deputy CEO, Transformation & Growth, Mandai Wildlife Group. “TBWA\Singapore’s marketing expertise and passion are compelling and inspirational, and the team demonstrated strong strategic acumen.”
She added, “In this changing of the guard, we want to thank our long-standing partner, TSLA, who journeyed with us for seven years, and with our stakeholders, laid a solid foundation for the Mandai brand world. We are grateful to have strong partnerships, both present and future, as we transform the Mandai Wildlife Reserve from a collection of world-leading wildlife parks to a globally iconic destination.”
Said Mandy Wong, President, TBWA\Singapore: “This is a significant win for the agency and one I’m incredibly proud of. Our ambition as The Disruption Company is to build the world’s strongest brands, and to be given this opportunity to take Mandai to the next level is truly an honour. With Mandai as a biodiversity brand, it is a treasure trove of endless wonder, and an inspiring canvas for meaningful creativity. I congratulate the entire team who were nothing short of impressive with their synergy and big platform thinking.”
“TBWA is ready to embark on this new journey with Mandai Wildlife Group, their commitment and progress towards nature, wildlife and planet is inspiring,” said Eleni Sardi, Business Lead, TBWA\Singapore.
The TBWA\Singapore pitch team was led by individuals armed with experience and expertise in the travel and tourism industry, and their deep understanding of the landscape played a key role in the agency’s success – Mandy Wong, President; Loo Yong Ping, Deputy Executive Creative Director; Eleni Sardi, Business Lead; and Abhinit Agarwal, Strategic Lead.
Mandai Wildlife Group and TBWA\Singapore partnership will take effect from January 2024.