Wildlife Reserves Singapore launches wildlife experience campaign for locals and tourists
Commuters in Singapore may find themselves wandering in a lush rainforest setting while waiting for a train in the upcoming months. Some can expect animals such as the giant panda and elephant to ‘invade’ various areas including taxis and bus stops. Those thinking of enjoying breakfast with orang utans or going on a cruise along the mysterious Amazon River will soon find out how they can achieve their wildest dreams, or could even be on their way to these destinations in the comfort of a taxi.
Wildlife Reserves Singapore (WRS), parent company of Jurong Bird Park, Night Safari, River Safari and Singapore Zoo, recently launched its multi-platform marketing campaign titled the ‘Ultimate Wildlife Experience’. The campaign puts on centre stage the parks’ unique rainforest setting and iconic animals to reach out to locals and tourists at high traffic areas and tourist hotspots. The 6-month campaign is featured in various out-of-home media including advertising in over 120 taxis, flagship bus stop six-sheet posters and a key train station in close proximity to the business, retail and entertainment district.
The campaign aims to create a strong top-of-mind awareness among tourists and locals on WRS’ award-winning park experiences for close encounters with wildlife. With the opening of its latest attraction, River Safari, WRS now boasts Singapore’s largest and most diverse animal collection with over 15,000 animals from more than 1,100 species.
It’s a jungle out there: Wildlife ‘invasion’ at City Hall MRT platform giving commuters a sneak preview of the wild encounters that await at Wildlife Reserves Singapore’s parks. The seating area is themed after the zoo’s rainforest setting with images of rocks and greenery.
WRS Chief Marketing Officer, Ms Isabel Cheng, said, “Our four parks provide a plethora of immersive wildlife experiences for all to enjoy and at the same time, learn about conservation in engaging ways. The Ultimate Wildlife Experience campaign captures the essence of our parks’ wildlife offerings. What commuters see through this campaign are just sneak peeks of the truly wild encounters they can experience in Jurong Bird Park, Night Safari, River Safari and Singapore Zoo.”
For the ultimate wildlife experience, visitors can immerse themselves in the open rainforest setting at Singapore Zoo, fly over to Jurong Bird Park and be mesmerised by the colourful avian world and head to River Safari to explore iconic freshwater habitats, home to river giants and megafishes. As the sun sets, the journey continues with the world of elusive nocturnal hunters at Night Safari. From the animal-lover to the family looking for a wholesome fun time, WRS parks promise an exciting experience for all.
While previous marketing efforts put a spotlight on individual parks, this is the company’s first campaign that markets all four parks simultaneously to promote its Park Hopper experience which allows visitors to enjoy savings for multiple park visits.
In addition to out-of-home media, the Ultimate Wildlife Experience campaign is also incorporated and sustained through tourist brochures and maps, as well as airline publications.