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Jurong Bird Park
A Final Year Project on celebrating JBP's 50th Anniversary
Jurong Bird Park
Brief Background: Jurong Bird Park (JBP), is the largest bird paradise in Asia and one of the most famous bird sanctuaries around the world, has a land space of 20.2-hectare and is home to approximately 3,500 birds across 400 species. Amongst all the birds in the park, 20 per cent are critically endangered. JBP is well-known for offering visitors close interactions and an immersive experience with walk-in aviaries, such as Lory Loft, Waterfall Aviary and Penguin Coast, that shows the natural habitat of the feathered residents at the park.
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Main Goals: I was tasked to do research and discover additional marketing opportunities faced by JBP and come up with an improved advertising campaign as part of my individual assignment. As for my group project, my team and I were tasked to generate a marketing campaign idea to help celebrate their 50th Anniversary and a new chapter moving into Mandai.
Individual Assignment Poster Mockup
Original Version
Edited Version
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Group Project Summary
The objective of this project is to come up with a campaign to celebrate Jurong Bird Park’s 50th Anniversary and to celebrate a new beginning ahead of its move to Mandai in 2022, to increase visitorship, build customer traffic, and build on existing customer relationships through our campaign.
The event theme that we have planned for this year-long campaign is “Old is Gold”. Jurong Bird Park’s exhibits will be decorated in a retro fashion, and the campaign will span over four seasons - Retro Spring, Retro Summer, Retro Autumn and Retro Winter. Each season will have its own unique twist and events planned, with Retro Winter being the largest event of all. To further generate buzz and excitement for the Jubilee events, we will be having collaborations with various companies like Tiger Beer, LEGO, TY and Yeo’s. The overarching theme is to refocus back in the days when Jurong Bird Park first opened and the nostalgia the visitors, who were kids back then, felt. We hope to provide a more homely, familiar feeling to our audience who were born between the 1970s to 1990s, and hence have aspects of the retro era, family bonding, and local flavours all throughout the year.
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Advertising Mockups
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