Sentosa on a hunt for creative agency

Sentosa Development Corporation (SDC) is looking to appoint a creative agency for its tactical campaigns for two years with an option to extend for another one year.The agency will be tasked to propose a three-year creative tactical campaign and create concepts and key visuals. The agency chosen will be tasked to position Sentosa as a leading lifestyle and leisure resort destination and raise awareness and profile of the myriad of Sentosa offerings on the island through a new strategic partnership.In the tender documents seen by Marketing, agencies pitching are asked to demonstrate how a proposed tactical campaign can be applied to its varied target audiences and how the proposed creative strategy and campaign can be extended overseas to regional markets. It currently works with Grey for creatives and OMD for media-buying. Marketing understands this pitch is for a separate account.Going forward Sentosa will be targeting an audience of mainly locals and tourists, particularly from regional markets such as Malaysia, Indonesia, Philippines, Thailand and Vietnam.Mid last year, SDC launched its newest marketing campaign aimed at deepening its emotional connection with guests and portraying a fun and engaging brand image. The new brand concept for the island was called “The State of Fun” and the idea behind the concept was that Sentosa is a place where all visitors become “citizens” with the “freedom and the right” to have fun.