Attracting Hong Kong travellers to visit Sinapore through an influencer-led campaign

Singapore Tourism Board

Staying on target

As an established tourist destination but one of a small size, Singapore requires tourism from specific audience segments rather than en masse. Sinclair worked with Singapore Tourism Board Hong Kong & Macau to target family and young professional audience segments with a creative and integrated campaign. Flowing with ease from offline to online, the campaign needed to create a fresh Singapore narrative for Hongkongers.


Research showed target segments desire deeper cultural connections during their travels. Their main goals are recharging, family bonding, and broadening horizons

Devised two integrated PR strategies, each led by an experiential PR activation and supported by social media and media outreach

We commissioned KOL Hana Tam to create a video of her trip with a Singaporean KOL. Leveraging the concept of Singlish, our storyline showcased appealing attractions for young travellers, such as nightlife and dining hotspots, as well as lesser-known parts of the city to educate and inform

Media partnership with U Magazine, and collaborations with Tigerair and Jetstar, amplified the campaign

Singapore Tourism Board Singlish Fun
visitor arrivals to Singapore from January to September 2017
stories across print, TV and online
+2.8 million
video views
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