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| Kingsmen clinches 3000-bus advertising
concession |
| By Staff Writers (Marketing Daily, 16 October 2006) |
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Singapore - Out-of-home media company Kingsmen Ooh-media has been
appointed the exclusive media representative for the Singapore
School Transport Association (SSTA) bus advertising network.
The account, which Kingsmen will hold for a year, will see the
company in charge of all advertising queries pertaining to SSTAs
fleet of buses, which number more than 3000. The buses ply
school, residential, industrial & CBD area routes & reaches commuters
such as school children, foreign workers, blue & white collar
workers as well as tourists.
Advertising options on SSTA buses include concept bus campaigns, bus
wraps, floor stickers & door & seat-backrest advertising. |
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Ooh wins school bus contract |
| AD ASIA, November 2006 |
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Kingsmen Ooh-media has been appointed the exclusive media
representative by the Singapore School Transport Association. This
will cover all bus advertising on this network. There are more than
3,000 buses island-wide so this is quite extensive. Of course, it is
not just the school children, tourists, blue-collar workers &
foreign workers who are exposed to this advertising. Motorists &
pedestrians will also see the advertisements. Ooh offers geographic
& zonal targeting.
Kingsmen Ooh-media was set up last September, marking a new
direction for the exhibition design company. We have recently seen
SPH go into outdoor advertising media in a big way so it looks as if
more people are seeing the potential in this sector. |
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Kingsmen wins recognition at inaugural brand awards |
| By Wendy Ang (Marketing Daily, 05 March 2007) |
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Kingsmen
International has won the Most Distinguished Brand (Service
Category) accolade at the recent ASME-organised Singapore
Promising Brand Awards, thanks to its emphasis on customer
service and delivering on its brand promise.
“The Kingsmen brand is not just a pretty logo -- it personifies
quality and real value to our customers,” Benedict Soh, Group
Managing Director, Kingsmen International told Marketing.
“Communicating the brand image to both our internal and external
customers was, I believe, the key to our winning the award,” he
said, describing the win as a “joy”.
Soh described the fundamentals of the company’s brand image as
‘the customer’s success is our success’. “As design consultants
providing contracting and marketing promotion solutions, we do
not just ‘sell’ something to our clients -- we help them
maximize their returns on investment,” he said. “We help clients
to work within or under budgets without compromising on quality
delivery, and continuously seek to improve our processes to
deliver the best quality at lower prices.”
Kingsmen provides design and production solutions for both
temporary and permanent installations, such as festive
decorations, exhibitions, retail and office interiors and
marketing promotions. Its job scope includes research and
design, project management, and production and delivery. The
company first set up here in 1976 with seven staff members --
today, it has offices in 15 regional cities and total staff
strength of 750.
“Our commitment to delivering quality in design and service, and
our creative culture -- thinking outside the box at all levels
-- draws our clients back to us,” said Soh. “With these concepts
in mind, we aim to expand to more geographical regions, continue
to innovate and upgrade ourselves to serve our customers better,
and to be a model employer, where staff members will be rewarded
with fulfilling assignments that maximise their potential
capability.” |
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B&O event extends reach |
| By Ryan Reuben (Marketing Daily, 05 March 2007) |
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Bang & Olufsen
(B&O) recently held its international travelling exhibition,
‘The Living Synthesis of Technology & Design’ for the first time
in Singapore to allow the general public to experience and
interact with its products.
“Those interested in our products normally visit our showroom,
but this limits the number of people we reach out to,” said
Claire Leong, APAC General Manager for Retail & Marketing, B&O.
“This exhibition allows us to bring the showroom and the brand
closer to the people, bringing our four main brand
characteristics -- craftsmanship, performance, design and magic
-- to life through a combination of narrative, prototypes,
technological insights and product display.”
A private opening cocktail reception allowed invitees to preview
the exhibition and the new BeoCenter 2, an integrated
audio-video entertainment device. The show proper was then
opened to the public, with interactive installations allowing
attendees to experience the brand’s past, present and future
products. The exhibition was conceptualised by the company’s
Denmark headquarters, with local events company Kingsmen doing
the set up at Raffles City.
The three-day public exhibition attracted a total of 15,000
visitors comprising of both the brand’s primary target of PMEBs
as well as younger working professionals. B&O sells primarily to
PMEBs, but has started carrying a wider product portfolio
targeted at a younger customer base of “well-travelled people
who appreciate global brands”.
“There was strong interest in our vintage products dating back
to the 1930s and 1940s, which exemplified our brand
characteristics from the very beginning,” said Leong. “As an
indirect result of the exhibition, we also experienced increased
traffic to our showroom and generated incremental sales.” No
finalised sales figures were available. |
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Party of the Month Feb-06 |
| By Staff Writers (Marketing Daily, 05 March 2007) |
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Company: Trans
Eurokars
Date: January 1 2006
Venue: MINI Habitat
Marketer Responsible: Diana Sin, GM, MINI Division, Trans
Eurokars
To celebrate Trans Eurokars’ official appointment as exclusive
distributor of MINI cars in Singapore, the launch of three new
MINI editions and also showcase the new MINI facility centre,
the automobile dealer held a New Year countdown party cum launch
event at the new MINI centre the night of December 31.
Over 500 MINI owners, car enthusiasts, Trans Eurokars associates
and guests turned up to the event. With MediaCorp artiste Melody
Chen as the emcee for the evening, attendees were entertained by
Brazilian drummers and treated to canapés eaten off pumpkin
shells as well as free-flows of drinks such as champagne, beer,
vodka, and wine served in test tubes. The building’s café was
also transformed into a platform from which to showcase
bartenders and their skills.
The exterior of the MINI centre was shrouded in large black
curtains to impart a sense of mystery, with guests initially
confined to the showroom and workshop areas as two floors of the
three-storey building were cordoned off. At midnight, however,
the black curtains were removed and guests could gain access to
the second and third floors to check out the latest MINI
vehicles as well as the roof garden where Ministry of Sound DJs
waited to impress with a ‘MINI Soundstation’ disco.
Trans Eurokars chose Fleishman-Hillard to handle PR
responsibilities, while ModernAge took care of event management.
U5OK created the invites, and Kingsmen were responsible for the
execution of the design and printing. The MINI café provided the
food and beverages.
“Despite having various parties working on this project, the
communication flow was perfect and all the suppliers were
committed and enthusiastic -- from the setup to the personnel
briefing and food catering, everything fell into place
smoothly,” said Diana Sin, General Manager, MINI Division, Trans
Eurokars.
Special mention was given to Fleishman-Hillard, which “delivered
on this project on time and within budget -- I have no
hesitation in recommending their services to companies who want
well-thought through ideas and professional, responsible
execution of programmes and follow-throughs,” said Sin.
Sin estimated the whole party to cost around $250,000, which she
called a “reasonable cost” considering the extent of the
preparations and event activities. |
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Party of the month Apr-06 |
| By Staff Writers (Marketing Daily, 05 March 2007) |
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Company: Samsonite
Date: February 8 2006
Venue: Samsonite boutique, Raffles Hotel Arcade
Marketer Responsible: Audrey Tham, Marketing Manager
The opening of Asia’s first Samsonite Black Label boutique was
the cause for much fanfare at the Raffles Hotel Arcade recently,
where over 200 guests gathered to celebrate the launch of the
brand’s flagship store in Singapore.
An approximate 300 invitations were sent out, with around 200
people showing up. In attendance were regional and local
Samsonite staff, local business partners, personalities from the
business and creative arenas, socialites and members of the
media. Celebrities spotted at the event included Fann Wong,
Christopher Lee, Jaymee Ong, Gerald Chew and Darryl David.
Guests gathered at the boutique prior to heading up to the Bar &
Billiard Room for refreshments, with both venues decorated in
the corporate colours of Samsonite Black Label -- black and
orange. ‘Black + Orange’ canapes and beverages were served over
the course of the evening, and guests could admire product
collections from the Black Label line which were displayed at
the Bar & Billiard room.
Samsonite chose PR Communications to handle publicity, printing
and event management duties, while Kingsmen Exhibits was in
charge of designing the product collateral. Raffles Hotel
provided the venue and refreshments for the evening.
“The efficiency and professionalism of my partners are to be
much commended, especially since there was a very tight lead
time rendered to them,” said Audrey Tham, Marketing Manager for
Samsonite. “PR Communications has excellent rapport with the
media industry, and its past experiences in organising like
events for other clients of similar brand status offered useful
support.
“The never-say-die attitude and ability of Kingsmen also allowed
for a prestigious event design and setup,” she added. “Raffles
Hotel lent a lot of class to our event, and the F&B department
in particular was very attentive and accommodating to our
needs.”
Tham said the budget for the evening was capped at below
$100,000, with every single cent well spent “against the praise
we received from our top management as well as guests for having
held a well-organised party”. |
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SK-II roadshow promotes product |
| By Ryan Reuben (Marketing Daily, 05 March 2007) |
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Cosmetics brand
SK-II held its first ever roadshow at Suntec City recently in
commemoration of its 25th anniversary, using the event to reveal
the benefits of Pitera -- a key ingredient in its products -- to
consumers and drive the SK-II Pitera story as the secret to
‘crystal clear skin’.
“We brought the Pitera message to life through the use of
different touchpoints from the pre-event campaign to the
roadshow proper,” said Rameet Kaur, SK-II Brand Manager at P&G.
The roadshow set-up was divided into various areas -- a Pitera
story section documenting how the ingredient was first
discovered, pavilions for anti-ageing, whitening, basic and pore
care to treat specific skin needs, and a Crystal Club members
lounge area where SK-II users were treated to complimentary
refreshments and hand massages.
The overall concept, look and feel of the event was led by the
SK-II team, with the aid of Event Gurus and Kingsmen. MDK
Consultants aided with publicity, and DJs from MediaCorp Radio
stations YES 93.3 and Class 95 also appeared for a live onsite
broadcast and roving reports.
Kaur called the event a “big success”. “Many more experienced
the SK-II miracle through the roadshow,” she said. |
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