Wildlife Reserves Singapore names Ruder Finn as PR agency

The one-year retainer came after a closed-door pitch, which involved two other undisclosed agencies, was called at the end of last year. Ruder Finn has since worked on projects for Wildlife Reserves Singapore, such as the soft launch of River Safari in March and the recent 40th anniversary celebrations of Singapore Zoo.

Isabel Cheng, CMO at Wildlife Reserves Singapore, said the firm has to ensure it develops and implements an effective communications programme that generates excitement around its latest attraction, River Safari, while ensuring sustained coverage for its other parks.

Ruder Finn is tasked with creating awareness among media in China, India and Malaysia, and developing communications strategies that will sustain interest in the international and domestic markets.

The scope of service covers counsel, strategy development and media relations outside Singapore. Together, the four parks attract some 3.7 million visitors a year. The incumbent is believed to be Burson-Marsteller.