Boosting off-peak visitors with ‘Singlish Fun’

Singapore Tourism Board
Challenges

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.

Approach

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

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

Influence
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

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

Singapore Tourism Board Singlish Fun
Outcomes
+370,000
visitor arrivals to Singapore from January to September 2017
+550
stories across print, TV and online
+2.8 million
video views
Awards & Recognition
Golden Flag Award

Golden Flag Award 2017

Gold: The Best Public Influence for Content Marketing

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