RESORTS World at Sentosa (RWS) has announced TBWA will be the creative agency in charge of advertising for the $5.2 billion development set to open in 2010.
TBWA was chosen from a shortlist of five ad agencies to take charge of Resorts World.
At the moment, TBWA is responsible for several other big accounts in Singapore, namely Singapore Airlines and Standard Chartered Bank.
Resorts World plans to spend at least $70 million on both local and international advertising campaigns over the next three years.
RWS plans to market the resort as a destination where families can spend days visiting attractions such as South Asia's first Universal Studios and the world's largest oceanarium.
Related Video Link : http://tinyurl.com/2sgpb4First SIA, now Resorts World - TBWA snares another crown
One of two Integrated Resorts to be ready in Singapore by 2010, Resorts World at Sentosa today unveiled its marketing plans with the announcement of its creative agency - TBWA, the same brains behind Singapore Airlines' new advertising campaign.
The agency will now also train its firepower to make Resorts World the top family holiday destination in the region.
The resort will be marketed overseas in the Asean region, China and India.
RWS will work closely with Singapore Tourism Board to penetrate emerging markets such as Russia, Eastern Europe and the Middle East.
Online, digital channels will play a key role in penetrating overseas markets.
TBWA will spend the next six months to a year planning its marketing strategy.
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