Siren

Scope of Work: 2011 to 2012

Integrated Comms

OBJECTIVES

•  Engage with shoppers and their families through various mall campaigns and strategic activities

•  Create buzz and drive media exposure for all 10 malls through online and on-ground communication to support core mall campaigns.

LOREM IPSUM DOLOR AMET

Frasers Centrepoint Malls

COMMUNICATION DELIVERED ACROSS KEY CAMPAIGNS THROUGHOUT THE YEAR

Events

• Support key campaigns through the creation and management of activation ideas (to create more PR and buzz in-mall and online)

Social Media

• Provide strategic advice and content management to engage fans on FCM’s Facebook page and garner participation for FCM activities.

• Reach out to various bloggers to attend and blog about FCM activities and extend invitations to their network

PR

• Generate press coverage through sustained media pitching

Frasers Centrepoint Malls

MEDIA RELATIONS

• In Conjunction with Children’s Day, FCM invited underprivileged children to the mall for a treasure hunt with staff of FCM/F&N

• Drove awareness and generated coverage for the community outreach on mainstream media and blogs Reach

• Agency managed the sensitivities around publishing images of underprivileged children and secured coverage

• Extended initiative to parent bloggers to offer exclusive invitations to their readers for a ‘Paint a limited edition SMURF figurine’ at Northpoint with their families

SMURFS Community Outreach

MEDIA RELATIONS

•  Drove awareness and generated coverage for various aspects of the campaign - picture book contest for children and animation discovery workshop in mainstream media and blogs.

•  Reached out to publications targeted at school children and increased traction and participation for all activities.

Mr Moon

CAMPAIGN COUNSEL & MANAGEMENT

• Agency arranged for lucky shoppers to have their pictures taken with the God of Fortune as he went knocking on their doors.

MEDIA RELATIONS

• Disseminated information/images of winners with the God of Fortune to mainstream media (dailies, weeklies, online) and blogs.

Chinese New Year: God of Fortune

MEDIA RELATIONS

• Pitched and secured extensive TV interview on branding and positioning of Frasers Centrepoint Malls on the Money Week programme on Channel 8.

SOCIAL MEDIA

• Agency also content managed a contest on Facebook for smiles captured at any Frasers Centrepoint Malls, with an aim to increase affiliation and recognition of all malls.

Branding of Frasers Centrepoint Malls

Launch of Changi City Point EVENT COUNSEL & MANAGEMENT

•  Agency proposed and event managed a taxi familiarisation programme to inform and orientate taxi drivers of the new mall located opposite Singapore EXPO.

•  Agency also invited media for the official launch and provided a guided tour around the mall, highlighting each facility/feature

MEDIA RELATIONS

•  Created buzz/awareness and generated coverage on the mall, its unique positioning as the newest lifestyle destination in East Singapore in mainstream media (dailies, weeklies and online.

•  Agency successfully secured close to $250,000 worth of pre and post launch coverage

MEDIA RELATIONS

• In conjunction with GSS and the movie premiere, FCM included Spiderman in all its outreach efforts.

• Drove awareness and generate coverage for the campaign on all mainstream media and blogs.

• Pitched and successfully secured 3 separate placements in The Straits Times to highlight various FC Malls showcasing each mall’s food & beverage options, eco facilities and shopping privileges

The Great Singapore Sale

PR Results

Coverage Highlights

Coverage Highlights – cont’d

Media Types That Place Our Editorials

Mainstream Dailies and Broadcast

− The Business Times, My Paper, Lianhe Zaobao, Berita Harian, Today and Tabla!

Online

− Omy.sg, Kidlander, The Asian Parent, Singapore Motherhood, Whatshappening.sg

Lifestyle Publications

− Expat Living and Simply Her