Mount Faber Leisure Group appoints digital and social partner

Mount Faber Leisure Group (MFLG) has appointed 8traordinary to manage digital and social media duties one year with the option to renew for another. The appointment commences on 1 October and 8traordinary will provide digital and social media strategy, consultancy, and management for the organisation’s Singapore and key regional markets including Australia, Indonesia, India, Malaysia and the Philippines.

MFLG first called for a digital and social pitch in July which closed on 1 August. The incumbent is Blak Labs. MFLG's spokesperson previously told MARKETING-INTERACTIVE that the social media agency should demonstrate creativity in copywriting, storytelling and design to build a strong social media following. Meanwhile, it is in the midst of appointing a media agency. The incumbent is Havas Media.

Jeffrey Lim, managing director of 8traordinary, told MARKETING-INTERACTIVE that he believes that the agency was chosen because of its great work, experiences and expertise in tourism, destination marketing and hospitality industry. "Our capabilities in understanding the brand, its target audiences and knowing which are the best platforms to communicate, and create content to engage also played a key role," he added.

"We are exhilarated at the opportunity to partner with MFLG, and we look forward to doing more than just marketing its extensive leisure and lifestyle offerings, leveraging our expertise to also immortalise the unique and delightful experiences of customers across the various platforms," Lim said.

Tracy Lui, senior assistant director, marketing and communications, said the team appointed 8traordinary to create fresh digital content to promote its new and refreshed lifestyle experiences, including the newly launched central beach bazaar at Sentosa. "We look forward to a fruitful new partnership filled with engaging creative ideas as we gear up towards the 50th anniversary of the Singapore Cable Car in 2024," she added.

With a suite of attractions such as the iconic Singapore Cable Car, SkyHelix Sentosa, the new central beach bazaar, as well as F&B concepts such as Arbora Hilltop Garden and Bistro, Dusk Restaurant and Bar, MFLG aims to offer a myriad of leisure experiences at Mount Faber Peak and Sentosa for friends and families to enjoy rides, bites, and sights together.

Meanwhile, 8traordinary recently won gold and local hero for Specialist Agency of the Year at MARKETING-INTERACTIVE’s Agency of the Year Awards Singapore 2022. Among the list of brands it works with include Shangri La, Far East Organisation, Frontier Sumatra, and Marina One.

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