Mandai and The Secret Little Agency close creative chapter

Mandai has appointed TBWA\ as its new creative agency of record following a recently completed creative tender called by Mandai Wildlife Group that was managed by R3.

TBWA\'s responsibilities will extend across all facets of building a destination brand experience which will span the group’s multiple a flagship zoological parks; Singapore Zoo, Night Safari, Rivers Wonders, Bird Paradise, new green public spaces, and other offerings in the pipeline including Rainforest Wild, nature-based indoor attractions, MICE facilities and an eco-friendly resort.

As a result, creative agency The Secret Little Agency (TSLA) and Mandai Park Holdings will be parting ways.

TSLA was first appointed as Mandai's global lead creative and branding agency in 2017 after a competitive pitch.

Under the contract, in 2021, Mandai Wildlife Group unveiled a new masterbrand and brand world, as the multi-year rejuvenation of the Mandai Wildlife Reserve continued. The task was undertaken by Anak, TSLA’s global brand practice.

Don't miss: Mandai invites the world to ‘Take off to Paradise’ in campaign for Bird Paradise

The main task then was to bring Mandai’s group branding ambitions to life on both a domestic and global level. This was no easy feat considering most of the precinct was still under construction, and the sheer number of brands under the group - which included park brands such as the Singapore Zoo, Night Safari and River Wonders, as well as institutional and foundation brands that fund wildlife conservation. It required a branding solution that was both flexible and distinctive, according to TSLA in a statement. 

The four-year branding journey included naming, brand strategy, brand architecture, and visual development across thousands of touch-points both digital and offline.

More recently, TSLA and Mandai launched the highly anticipated Bird Paradise, migrating both the brand and production from the former Jurong Bird Park into what is today the world’s largest free-flying aviary.

The campaign included a short film that begins with individuals in dark and moody scenes, representing the humdrum of daily life such as being stuck in a traffic jam or held up by work at the office. These people are then drawn to light coming from nearby cracks to represent an escape into paradise, Bird Paradise. 

The successful campaign saw Mandai’s net promoter score peak at +60, a gold standard customer experience metric with uplifts in both footfall and revenue as a result of the campaign, it said. 

“In this changing of the guard, we want to thank our long-standing partner, The Secret Little Agency, who journeyed with us for seven years, and with our stakeholders, laid a solid foundation for the Mandai brand world," said Belina Lee, deputy CEO, transformation and growth, Mandai Wildlife Group.

"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,” she said.

“Together with Mandai, we created something special that all Singaporeans can be proud of globally, shifting Mandai from just a zoo brand, to a global platform for wildlife conservation and biodiversity," added Eunice Tan, group CEO at TSLA.

"The entire team at Mandai have been fantastic collaborators, and at this moment, there is only a sense of appreciation and deep pride for what we’ve been able to achieve together,” she said. 

With TBWA\, Mandai is looking to anchor its masterbrand, as a global biodiversity brand, and grow recognition and affinity for the Mandai Wildlife Reserve at home and around the world, according to Lee. 

"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”, she said. “TBWA\Singapore’s marketing expertise and passion are compelling and inspirational, and the team demonstrated strong strategic acumen.”

“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," added Mandy Wong, president at TBWA\Singapore.

"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,” she added. 

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