Mount Faber Leisure Group

High on Happiness

The key issue in refreshing the Mount Faber Leisure Group (MFLG) brands was in the relationship between the well-established Singapore Cable Car and the new Faber Peak Singapore. For over 40 years the Singapore Cable Car has enjoyed a good reputation overseas; being the draw-card for visitors from many countries to Mount Faber. However, many Singaporeans currently see the Singapore Cable Car as merely a ‘mode of transportation’ to Sentosa, with little knowledge for what the newly named Faber Peak Singapore had to offer.


Brandcourage developed, consensually with MFLG, the premise that they were ‘one brand experience with two key offers’. In the long term, the value may be in Faber Peak Singapore (as it may eventually integrate other attractions), but for now, the key attraction and best known in overseas markets is still the Singapore Cable Car. The brand architecture solution then led us to combine these two key offers in a “dual lock-up”– so that the communications process is simpler, unified and less disjointed across all channels.