Integrated PR campaigns to activate travellers

Singapore Tourism Board
Challenges

Our retainer with Singapore Tourism Board challenges us to find new ways of engaging the Hong Kong market, creating a positive image of Singapore as a must-visit tourism destination. Our objective was to strengthen STB’s affiliation with the target audience through engagement with media, KOLs and digital influencers.

Approach

Strategy was built around the insight that social media is a key resource and driver of travel destination choices for Hong Kongers, with KOLs and digital influencers leading the conversation.

  • Fully integrated PR campaigns were developed to reach each target audience through experiential PR activations, influencer-led videos, social media content and traditional media outreach
  • With insights suggesting family travel increasingly means travelling with grandparents and extended family members, not just young children, we catered material to various types of travelling families
  • Call-to-action elements at each stage of the campaign to directly drive sales
  • The positioning and key messages of Singapore Tourism Board were incorporated within every aspect of the strategy to strengthen the perception of the city as a multicultural travel destination that offers world-class attractions, rich cultural precincts and an array of vibrant events.

Singapore Weekend

  • An experiential consumer event, recreating a microcosm of the city-state, was held at a popular mall
  • Prior to the event, famous local artist Leila Tong and her family visited Singapore and created four short videos documenting their experiences to show Hong Kongers what Singapore has to offer
  • A grand opening event for stakeholders also brought in media from news, entertainment, lifestyle and travel sectors
  • Online and offline support from local and online travel agencies, top Singapore hotels and UnionPay was key to driving sales
  • The digitally-led campaign included a media partnership with popular digital platform, Next Digital. Videos were posted on Singapore Tourism Board’s official Facebook page and distributed via Next Digital’s various channels, including an app (which receives 3 million views per day) and Facebook platforms (which has 2 million likes)
Singapore
Outcomes
+800
travel agent packages sold at Singapore Weekend activation
Visitors
+650,000
visitors to Singapore Weekend activation, a 20% increase from previous events
+1,000,000
views of the influencer video
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