WRS reappoints KRDS Singapore for social duties

Wildlife Reserves Singapore (WRS) has re-appointed KRDS as its digital creative and social content agency for another 12 months. The option to extend the partnership was made in the month of June 2020, and started in July 2020, amidst the COVID-19 pandemic. This is the agency's fourth reappointment, having begun the partnership in January 2017.

KRDS Singapore will manage the social media needs for all of the organisation’s four parks: Jurong Bird Park, Night Safari, River Safari and Singapore Zoo. Additionally, the agency will be tasked with providing expanded services, including digital, social media strategy and consultancy, media management and analytics. According to the press statement, the agency leads with a storytelling strategy in bringing meaningful and memorable experiences online, with a focus on protecting biodiversity, to grow WRS's online community. This strategy is supported by branded and user-generated content which seeks to reinforce the experience that awaits for the community, and the memories shared by in-park visitors.

As part of the job scope, the agency will also be involved in generating excitement for in-park campaigns to the community, creating an extensive marketing funnel to create awareness, build engagement and drive conversion from online to offline, for both locals and tourists from around the world.

Muhammad Hidayat, client services director of KRDS said: “It’s a great honour for KRDS to be recognised for our capabilities as consultants and content creators in the social media space. Being trusted during the COVID-19 pandemic is a testament to the trust that the client has in us. With our understanding of their business and their hunger for innovative and quality content, we are confident in navigating the challenge to keep WRS at the top of mind for both locals and tourists alike.”

Earlier in July, WRS called for a pitch to appoint its PR agency. In a tender document seen by Marketing, the appointed agency will be tasked with driving a combined communications plans for both WRS and Mandai Park Development that will build and strength the organisation's reputation, as well as generate excitement for its Mandai Rejuvenation Project. The appointment will be for two years, with the option to extend for another two years. 

The appointed agency will be tasked to carry out PR strategy and programme planning, which includes developing an overarching PR strategy for every calendar year, harmonising story calendar between the Mandai Rejuvenation Project and its existing wildlife parks, and ideation of launch campaigns for park openings. Additionally, the agency will need to provide support for stakeholder communications, advisory on best PR practices, and ongoing strategic counsel and development of overall organisation key messages, where necessary.

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