Jewel Changi Airport hunts for social media agency

Jewel Changi Airport is on the lookout for a social media agency to manage its social media channels, namely Facebook, Instagram, and Tripadvisor. In a tender document seen by Marketing, the appointment is for one year from 1 October 2020 to 30 September 2021, with the option to extend for another year. 

The appointed agency will be tasked to conceptualise and generate content for Jewel Changi’s Facebook and Instagram channels on a monthly basis, as well as maintain a monthly content calendar for the respective platforms. It will have to develop a social media strategy and execute social media calendar activities to build fan base and drive engagement. It will also be tasked to manage campaign executions, create assets including photo, images, illustrations, videos, as well as share new trends in social media and access the suitability of engaging them.

As part of the job scope, the agency will also be responsible for community management of responses on Facebook and Instagram twice a day on weekdays, and once a day on weekends and public holidays. For its Tripadvisor's platform, the agency will have to carry out community management of responses three times a week. It will be required to set up a structure to manage the responses to posts on across the three platforms.

The agency will have to manage and execute the budget for boosting of the social media posts as well. It will have to attain 100,00 likes on Jewel Changi's Facebook page by 31 March 2021 and 150,000 likes by 31 July 2022, and 100,000 fans by 31 July 2022 for its Instagram page. Most of the activities should be organic in nature. Additionally, it will have to generate monthly reports to recap on the month's social media activity, as review and recommend appropriate social media engagement efforts based on analytics learnings every month.

Jewel Changi previously worked with Ogilvy Singapore for its brand film in preparation for its opening. The animated film was a year in the making, "with each play attraction within Jewel rendered from scratch to be as realistic as possible", said the agency. The brand film ran across Jewel Changi's social media platforms including Facebook, Instagram and YouTube. Jewel Changi also worked with PR agency Ninemer Communications in 2017 prior to its official opening. The agency was tasked then to manage its public relations and social media duties, including traditional media relations, influencer engagement and digital communication work.  

Opened in 17 April 2019, Jewel Changi was designed by Changi Airport Group and architect Moshe Safdie, and comprises offerings such as 280 retail and dining options, gardens and attractions, a hotel and facilities for airport operations. Since its opening, it has garnered an average of up to 300,000 footfall traffic daily, and about 50 million footfall in its first six months of operations. 

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