Mandai Wildlife Reserve takes flight with its innovative ‘Take off to Paradise’ campaign for Bird Paradise, a remarkable 17-hectare wildlife park nestled within the Mandai Wildlife Reserve. Teaming up with creative agency The Secret Little Agency, the campaign breathes life through film, activation, social media, and out-of-home (OOH) components.
The creative aim is to make every Singaporean aware of this readily accessible, vibrant haven – Bird Paradise, offering an enchanting respite from the routine of daily life, says Nicholas Ye, the Chief Creative Officer of The Secret Little Agency.
The campaign’s centerpiece, a short film, elegantly depicts the daily struggles of various individuals, such as traffic jams or office work, contrasted with the allure of a paradisiacal escape. The story pulls the audience towards a hopeful, brighter light representing the Bird Paradise.
“We eagerly welcome everyone to experience the vibrant avian life, engaging presentations and our dedicated keepers in our park. Come, find your piece of paradise with us,” shares Sandy Lee, Vice President of Marketing, Mandai Wildlife Group.
Set to a poetic narrative by celebrated Singaporean poet and playwright Joel Tan, voiced by professional narrator Ramesh Panicker, the film is a work of art. The campaign extends its wings with OOH initiatives featuring three park aviaries and a digital experience at the Dhoby Ghaut Great Wall, aiming to remind the urban dwellers that paradise is just around the corner.
As part of its social media drive, the campaign offers an AR photowall interactive in-park experience, where visitors can capture their moments using a special Instagram filter that mimics the park’s ambiance.
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Earlier this year, Mandai Wildlife Group expanded its global footprint through a strategic partnership with Klook to enhance international visitorship to the Mandai Wildlife Reserve. Leveraging Klook’s robust digital marketing and social content strategies, they aim to entice the growing millennial and Gen-Z demographics in key markets such as Australia, Indonesia, Malaysia, the Philippines, Thailand, and South Korea.
This news is based on a report by Marketing Interactive.