Ruder Finn gets Suntec City Mall PR retainer

The independent integrated communication agency will be charged with developing and implementing the communications strategy and media relations.

Yu Poh Leng, vice-president and general manager, Ruder Finn Singapore, said the nine-month retainer was handed to the agency following a pitch among international and local PR agencies.

"Suntec City Mall is undergoing a S$230 million Asset Enhancement Initiative (AEI) to prepare for its next phase of growth," she said. "As part of the AEI, Ruder Finn has been tasked to develop and implement a comprehensive PR campaign that would reach out to the mall’s stakeholders."  

This is the first time ARA Trust Management (Suntec) Limited and Ruder Finn are working together.

Opened 17 years ago, Suntec City is one of the largest commercial developments in Singapore, comprising 2.2 million square feet of office space; 855,000 square feet of retail space and approximately 1 million square feet of convention and exhibition space.

The Asset Enhancement Initiative, which began last June, involves three phases. Phase 1 is targeted for opening by May next year, while Phases 2 and 3 are scheduled to open in the fourth quarter of 2013 and 2014, respectively.

“Suntec City was the first development to establish itself in the Marina Bay area,” Susan Sim, CEO of APM Property Management, said. “Over the years, the precinct has undergone several changes. It is now time for us to remake ourselves to prepare for the mall’s next phase of growth.”

APM Property Management is the property manager of Suntec City Mall.

Earlier, Sedgwick Richardson snapped up a rebranding bid for Suntec Singapore International Convention & Exhibition Centre.