Repositioning destination Singapore

Singapore Tourism Board

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.

  • 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
growth in visitor numbers in the month after the Heritage Map was launched
stories in top lifestyle publications
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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