Repositioning destination Singapore

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.

Approach
  • Positioned Singapore as an exciting multicultural destination, rich in exciting cuisine and culture
  • Devised a strategy based on the insight that Hong Kongers like to be prepared with insider knowledge before visiting a destination
  • Developed a series of fully integrated, influencer-led campaigns based on a strong call-to-action in traditional Chinese to reach the target audience
  • Each campaign seamlessly integrated print collateral, traditional PR, social media, events, online marketing, trade engagement and direct-to-consumer activities
  • Collaborated with famous Hong Kong food blogger KC Koo to create the first ever Singapore Food Guide
  • Developed the Map of Singapore Heritage Landmarks in collaboration with renowned local illustrator AngryAngry, which highlighted unique points of interest specifically for Hong Kong visitors
Singapore
Outcomes
Visitors
6%
growth in visitor numbers in the month after the Heritage Map was launched
Newspaper
+65
stories in top lifestyle publications
+750,000
people reached on social media, with +9,500 interactions

Awards won

  • Marketing Magazine PR Awards 2014 – Best PR-Led Integrated Campaign (Gold)
  • Marketing Excellence Awards 2014 – Excellence in Public Relations (Silver)
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