Mount Faber Leisure Group wraps up media pitch

Mount Faber Leisure Group (MFLG) has appointed Hybrid Theory to manage media duties for a year with the option to extend for another. Tracy Lui, senior assistant director, marketing and communications, told MARKETING-INTERACTIVE that the agency was selected because of its strong data capabilities and media data network.

"The valuable data-driven insights that Hybrid Theory brings will help us to optimise our business strategy, giving us the critical edge in an increasingly competitive post-pandemic tourism landscape," Lui explained. Incumbent Havas Media did not participate in the tender.

In its tender previously, MFLG said the appointed media agency will be responsible for media planning, plan execution, portfolio management and tracking, provision of market intelligence, and other value-added services such as new opportunities evaluation, strategic partnerships and tie-ups with non- and/or existing agency clients.

The company recently appointed 8traordinary to manage digital and social duties for a year with the option to extend for another. 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.

Separately, MLFG launched a day-to-night carnival beach experience last month known as Central Beach Bazaar, offeering a variety of entertainment and dining experiences for families and young consumers. Central Beach Bazaar comprises activities including Sentosa SkyJet, International Food Street, Sentosa Musical Fountain, and Wings of Time.

MFLG's MD Buhdy Bok explained that the opening of the beach bazaar is perfectly timed as a nice segue to Sentosa's Jubilee celebrations. "As tourists return to Singapore seeking new adventures and locals’ continuous desire for new leisure experiences, Central Beach Bazaar hopes to fulfill these aspirations of discovery by providing a vibrant world of endless fun in our carnival-bythe-beach entertainment concept where their senses are invigorated from day to night," he added.

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