Singapore, 28 October 2010Night Safari, the world’s first wildlife park for nocturnal animals, has won the ‘Best Innovative Marketing Initiative’ for its Halloween Horrors 2009 campaign at this year’s Singapore Experience Awards. This is the first time Night Safari has been awarded this accolade at these Awards, which are hosted by the Singapore Tourism Board (STB).

Night Safari’s Halloween Horrors trumped competition from Shangri-La Hotel’s ‘Flash your age’ and Suntec Singapore International Convention & Exhibition Centre’s ’Suntec First’ initiatives.

The ‘Most Innovative Marketing Initiative’ award recognises campaigns that have demonstrated ingenuity, technical quality, considered planning and effective execution in creating an integrated brand marketing campaign specific to an event in Singapore.

Shortlisted entries were judged on the creativeness of the campaign, the ‘look and feel’ of collaterals and materials generated, and most importantly, the success of the campaign. Bonus points were awarded for companies who took into consideration factors such as corporate social responsibility, as well as the ability to enhance the positioning of Singapore as a choice destination.

To promote Halloween Horrors last year, Night Safari embarked on a 360-campaign, which tapped on various channels such as electronic direct mailers, Facebook, posters and in-park collaterals. They also used Foosti Mobile Marketing which is a location-based service, and created a micro-site to engage its customers. One interesting feature of this portal was an e-postcard function, which allowed people to send greetings to friends and share information about the event.

“We were up against some tough competition and we are honoured that Night Safari has won this prestigious award. Halloween Horrors is a premier annual event for Night Safari, so it is important for us to develop a strong marketing campaign around it. Last year, we had a cohesive and integrated campaign that could be carried across various platforms including traditional print media, new media as well as videos. We had received very positive feedback on our marketing initiatives and look forward to developing more innovative campaigns in the future,” said Ms Isabel Cheng, WRS’ director of marketing, sales and communication.