Mandai Wildlife Group launches hunt for social media agency

Mandai Wildlife Group has launched a hunt for a new social media agency to submit their proposals and cost quotations for areas covering social media strategy, content and creative development on Mandai’s owned social media channel, according to a tender posted by Mandai on SESAMi.

The appointment will be for two years with the option to extend for another two.

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The objective is to craft interesting stories and unique online experiences for its audience, with deep roots to protect animal species and contribute to a thriving planet, it said in tender documents. 

The appointed agency will need to position Mandai Wildlife Reserve as the ultimate travel destination. From a collection of individual wildlife parks to an iconic nature and wildlife destination comprising of wildlife parks, public spaces, indoor attractions, programming hub, venue provider and accommodation, it said. 

It will also need to raise positive awareness of Mandai through driving awareness on the different wildlife parks, experiences and other collective efforts as well as build brand affinity and grow an engaged community on Mandai’s social media platforms, both locally and internationally.

Mandai's primary focus of social media targeting will be for families with young children below the age of 12 and millennials and Gen Zers who are seeking new experiences. Its main channels are Facebook, Instagram and TikTok as well as YouTube and LinkedIn. 

It will need to put up Facebook and Instagram Reels, Stories, long and short form videos, handle TikTok Lives and manage long form videos for YouTube and LinkedIn in addition to other content. 

In tandem, it will need to execute paid marketing plans on social media platforms supported by an advertising budget for content amplification and engagement and propose recommendations and optimisation of paid media campaigns through dark ads and the boosting of posts.

The appointed social media agency will also play an important role in the amplification of in-park campaigns and other new initiatives such as the launch of a new wildlife park, Rainforest Wild.

Mandai said that it is looking for an agency that can effectively provide guidance on best practices in the next two to four years to build up the Mandai brand on social media. 

It is also looking for a strong account servicing team and management capabilities through internal processes from ideation, conceptualisation, rationalisation and production to meet timelines. 

The chosen agency will also have to create a strong, evergreen, social media strategy and campaigns anchored in research, insights and performance that aligns with Mandai’s brand purpose.

Mandai Wildlife Group was last with DSTNCT for its social media duties after it concluded a pitch in August 2022. The agency managed the social media needs for all four parks under Mandai Wildlife Group; Jurong Bird Park, Night Safari, River Wonders and Singapore Zoo. A part of its responsibility also includes providing expanded services such as digital, social media strategy and consultancy, media management and analytics.

DSTNCT took over the account from KRDS, which has been on retainer for social media since 2016. 

On its creative front, Mandai recently appointed TBWA\ as its new creative agency of record in January 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 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 parted ways early this year. 

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

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