Mount Faber Leisure Group concludes hunt for PR agency

Mount Faber Leisure Group (MFLG) has appointed Mad Hat Asia as its new PR partner. The retainer is for two years with the option to extend for another year. 

The appointment comes after a competitive pitch with 11 agencies on the roster. The incumbent agency, PRecious Communications, did not participate. 

As the chosen PR agency, Mad Hat Asia will be tasked to elevate MFLG's brand as well as refine its communications strategy. It will also play a key role in driving the company's future growth. 

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“We are thrilled to announce the appointment of Mad Hat Asia as our PR partner. Following a landmark year, including the 50th anniversary of the Singapore Cable Car and the launch of the SkyOrb Cabin, we are excited to build on this success," said Tracy Lui, senior assistant director, marketing communications and retail, MFLG. 

"With Mad Hat Asia’s expertise in innovative storytelling, we look forward to partnering with them to elevate our brand, refine our communications strategy, and drive future growth," she added. 

In tandem, Danielle Chow, country lead, Mad Hat Asia said that the agency is thrilled to be appointed as the PR agency for MFLG. "This is a client we’ve long admired and have been eager to work with since our inception, so we’re beyond excited for this opportunity," said Chow. 

"We’ve been inspired by the innovative campaigns and creative ideas that the Mount Faber Leisure Group team has rolled out in recent years. We can’t wait to contribute to their continued success, bringing fresh, impactful storytelling to the brand and creating memorable experiences for its audiences," Chow added. 

MFLG began its search for a PR partner in December last year following the launch of its new SkyOrb Cabin. The chrome-finished spherical cabin features a futuristic and captivating look, unlike traditional cable car aesthetics. The campaign has since won six awards, including silver award for excellence in communications and publications at the Marketing Excellence Awards 2024. 

Meanwhile, MFLG joins Mad Hat Asia's list of clients including Al-Futtaim Group and PARKROYAL COLLECTION Pickering. Most recently, the agency was appointed by The Marmalade Pantry as well as Plaza Singapura where it is tasked to step up the mall's social engagement and connect with aspirational millennials. 

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