Mandai Wildlife Group teams up with Klook for three-year strategic partnership

Mandai Wildlife Group and travel platform Klook have teamed up for a three-year strategic partnership to boost international visitorship to the Mandai Wildlife Reserve, the integrated wildlife and nature precinct that is home to Singapore’s wildlife parks.

Using Klook's digital marketing and social content capabilities and strength in Asia-Pacific, the collaboration targets the growing millennial and Gen-Z segments in six key markets namely Australia, Indonesia, Malaysia, the Philippines, Thailand and South Korea to drum up interest around the region, said a spokesperson at Klook when MARKETING-INTERACTIVE reached out. 

This partnership also marks the first time that the Mandai Wildlife Group is embarking on a multi-year, multi-market partnership with Klook. Together, Mandai Wildlife Group and Klook will co-develop regional marketing campaigns as well as curate bundles and activities for discerning international visitors and position the precinct of the Mandai Wildlife Reserve as a top-of-mind destination in Singapore, according to a joint statement by Mandai Wildlife Group and Klook. 

Don't miss: Mandai Wildlife Group banks on Go City's marketing portfolio to drive tourism

“We are thrilled to partner with Mandai Wildlife Group, furthering their ambitions of establishing the Mandai Wildlife Reserve as the region's go-to destination. Our collaboration reflects our shared values and commitment to responsible tourism and protecting the planet and its wildlife," said Eric Gnock Fah, the chief operating officer and co-founder at Klook. He added that the team aims to attract a younger demographic of travellers to "explore new adventures" and "create meaningful memories.”

The partnership is set to begin this month and will kick off with an integrated pan-region digital campaign, a series of online-to-offline (O2O) activations, original social content as well as new offerings sold exclusively on Klook’s platform. 

Parkgoers will be able to look forward to new bundles and a Mandai Klook Pass that will pair admission tickets with food, wildlife experiences, transportation and SIM cards to make travel to Singapore seamless. 

“With travel rebounding, Mandai Wildlife Group is looking at new ways to engage travellers in the region, especially from our top markets. We want to be culturally relevant and in the minds of the young working adults and youth segments who are always on the lookout for new experiences. With this group being the key demographic users of Klook, there is a lot of synergy to fuel our partnership," said Jean Choi, the chief sales and marketing officer at Mandai Wildlife Group. She added that the jointly developed campaigns will showcase a different side to the Mandai Wildlife Reserve.

A focus on sustainability

The partnership however is not just focused on attracting travellers. Rather, both companies have sustainability as a core focus of the partnership and they will work towards raising awareness of wildlife conservation efforts and taking actions towards living sustainably for the benefit of people, wildlife, nature and the planet.

Users can also opt for “Choose Good, Do Good” bundles where a portion of the proceeds will go towards Mandai Wildlife Group’s conservation efforts across Southeast Asia.

The first marquee campaign under the partnership will kick off with events this year including the soft opening of Singapore’s new bird park at the Mandai Wildlife Reserve - Bird Paradise - on 8 May, Singapore Zoo’s 50th anniversary or Golden ZOObilee, and a series of specially curated mini-events which aim to appeal to and encourage young couples to go on memorable dates at the Mandai Wildlife Reserve.

The news comes just weeks after Mandai Wildlife Group revealed that it had signed a multi-year strategic partnership with attraction pass company Go City and that it will leverage Go City’s global reach to drive visitors to Mandai Wildlife Reserve. 

Under the partnership, Go City will deliver a range of global marketing activities to promote the destination, specifically in the US and UK markets. Mandai Wildlife Group will also work with Go City on an application programming interface (API) that aims to enhance the overall experience and ensure the park visits are seamless for travelers. 

Related articles: 
Mandai Wildlife Group concludes social media pitch
Ultraman to take SIA and head to Mandai Wildlife Group soon
Mandai Wildlife Group calls social pitch