Consider it nostalgia, but I remember my earliest days of an aerial experience in travelling was that of a cable car ride to Sentosa island. Being a child at the time, the cable car provided a thrilling yet spectacular panoramic view of the journey to the island. With Singapore’s ever-changing skyline, I would always look forward to discovering something different on each trip.
Tucked amid lush greenery coupled with picturesque views of the southern tip of Singapore, Faber Peak – which has undergone a myriad of changes since the cable car’s inception in 1974 – has since offered a mix of lifestyle and leisure brands under the flagship of One Faber Group. Looking to continue the tradition of entrenching itself into the memories of both locals and tourists alike during the cable car’s 45th anniversary, the brand has planned a full year of exciting activities, events and promotions to commemorate the occasion.
Drawing upon One Faber Group’s unique proposition of offering an unusual escape with unparalleled experiences for the cable car’s 45th anniversary, the PRecious LIFE team played on an untapped narrative that focused on nostalgia while chasing new experiences.
Proceeding with a communication approach on three different fronts – memories, delight, and escape – the communication campaign narrowed its target audience to that of young families, couples, and young adults in the domestic market. Activities were planned to provide local elements with a tinge of discovery to ensure a refreshing experience for visitors.
The following are some of the key events that the PRecious LIFE team worked on as part of the cable car’s 45th anniversary:
Satay Night LIVE @ Mount Faber
The first outdoor event held at the Faber Deck which saw visitors indulge in different flavours of satay and drinks under the stars. The planned events and activities, paired with the evocative aroma of grilled meat, brought the ultimate throwback to the olden days.
The night festivities similarly saw live music from the likes of Jenny Vie from Uber Jam and Jill-Marie Thomas, with an event set-up that encouraged interactions between visitors and guests.
Highlighting on the unique food and program offerings of the event, the PRecious LIFE team secured 13 top tier lifestyle and F&B publications to cover the event. This, in turn, saw a 267% increase from the initially targeted turnout.
‘Mao’ Faber Durian Night
Playing on the word Mao Shan Wang – which means Cat Mountain King – the event saw “Mao” (Mount) Faber hosting a durian feast amongst a rustic set-up that provided an old-school vibe combined with a birds-eye view of the Harbourfront. The event featured premium -grade quality Musang King durians, prized for its thick yellow flesh and creamy texture, from the highlands of Pahang.
With the beloved king of fruits seeing its fair share of enthusiasts and die-hard fans alike, the event collaborated with Mr. Collin Chee – former Channel 8 actor and Founder of Spikes of Love, a community of durian enthusiasts based in Singapore – where he provided insider tips in choosing the best Musang King durians.
Leveraging upon the unique experience that comes with savouring durians on Faber peak, the PRecious LIFE team crafted a creative pitch that both profiled Mr Collin Chee while highlighting the unique experience that guests can come to expect from the event.
Tying back to the goals of enticing young families to relive their memories of Faber peak, the PRecious LIFE team targeted top tier family-focused publications and influencers in their media pitching process.
The culmination of these tactics ultimately led to a 167% increase from the target turnout.
45th Anniversary Celebrations
To further celebrate the Singapore Cable Car’s 45th anniversary, an S$4.50 Cable Car Sky Pass promotion was planned to get Singaporeans to relive their memories of riding the cable car.
Playing on the promotional build-up surrounding the discounted tickets, the Precious LIFE team secured a variety of lifestyle publications to cover the announcement. This led to ticket sales being sold out in two days from its launch date.
The team also worked with key media stakeholders such as The Straits Times – through The Backend Show with multimedia journalist Kimberly Jow, to curate content targeted at driving awareness and conversations on the historical nature and offerings of this beloved Singapore icon.
Profiling a variety of key spokespeople from various departments within One Faber Group, the collaborative effort gave rise to a feature style documentary that showcased both the offerings of Mount Faber as well as the nuts and bolts that goes behind the operation of the Singapore cable car.
Showcasing the LIFE of a brand
To ensure that One Faber Group’s branding was reinforced throughout the 45th Anniversary celebrations, the team was hard at work pitching actively – a total of 10 press releases (to date) for a variety of projects as part of the Singapore Cable Car’s 45th anniversary celebrations. This resulted in 982 total media clips that include top tier publications such as, Channel 5, Channel 8, CNA, The Straits Times, Business Times, MSN, Yahoo News Singapore, Lianhe Zaobao, Berita Online, Her World, Shin Min Daily News to name a few – translating to roughly ~ $2,523,904 in PR value.
The cable car has been a centrepiece for most Singaporeans in encouraging exploration and discovery growing up. By highlighting a wistful, nostalgic escape from Singapore’s hustle and bustle city life, the campaign freshened a beloved attraction for both locals and visitors alike. Additionally, by catering to the campaign’s intended audience and the use of targeted media pitching and outreach efforts, the campaign drove greater awareness for the brand.
With a line-up of activities planned till March 2020 for the whole family, visitors can relive these memories of the Singapore Cable Car by rediscovering them with family and friends.
Click here to learn more about One Faber Group and the Singapore Cable Car’s 45th anniversary celebrations.
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