Sentosa Development Corporation calls for creative and digital pitch

Sentosa Development Corporation (SDC) is on the hunt for an agency to support its creative and digital needs, according to GeBIZ documents seen by MARKETING-INTERACTIVE. The appointment will be valid for a period of two years with the option to extend for another three years. 

It noted that it is looking for a creative and digital agency that has a strong digital-first approach, covering functions such as providing strategic counsel and advice on brand strategy, creative and digital strategy. This includes China in its scope of works.

The agency also has to be able to plan execution, manage client servicing, provide market intelligence, and other value-added services such as new opportunities evaluation, strategic partnerships and tie-ups with non or existing agency clients.

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The tender can be fulfilled by one multi-disciplinary company or firm with in-house expertise or a consortium that comprises different member firms that fulfill the roles of the creative and digital agency respectively. 

SDC has, for now, called for agencies to participate in the Pre-Qualification Exercise (PQE). It will later move on to stage two which is the tender process. Transformation consultancy R3 will run the entire pitch process, according to principal and co-founder of R3 Shufen Goh.

The news comes shortly after Sentosa announced that it would officially be moving away from the “State of Fun” - a branding it has had since 2014  - to a new tagline, “Where discovery never ends”.

In addition to the tagline, Sentosa’s logo was redesigned to bring out the promise of creating fulfilling moments on the island. According to a statement sent to the press, Sentosa, along with its creative agencies said that logo’s tranquil sunrise reflects the array of emotions from the experiences on the island from sunup to sundown.

In a conversation with MARKETING-INTERACTIVE, Mira Bharin, Sentosa’s divisional director, marketing and guest experience shared that the rebranding came about due to the disruptions by the pandemic.

“It gave us time to step back and recalibrate to better understand the needs of our guests through research,” Bharin said.

“We then discovered that while fun experiences were still important, our guests are becoming more discerning with the type of leisure experiences that they are looking for. They wanted offerings which are authentic and experiences which allows for a sense of introspection,” she explained.

Sentosa also recently picked integrated communications firm WE communications as its strategic communications partner, according to a statement by the agency. 

The partnership will roll out communications strategies aimed at increasing engagement and emotional connections with locals and tourists to build on Sentosa’s new brand promise: “Where discovery never ends.” The other key focus will be on boosting the island’s sustainable tourism through the Sentosa-Brani Master Plan, including the upcoming launch of Sentosa Sensoryscape. 

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