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
Outcomes
6%
growth in visitor numbers in the month after the Heritage Map was launched
+65
stories in top lifestyle publications
+750,000
people reached on social media, with +9,500 interactions
