| Title | A CAMPAIGN THAT MADE PEOPLE FLY 6000 MILES |
| Brand | SINGAPORE TOURISM BOARD |
| Product / Service | TOURISM |
| Category | A07. Best Use of Digital Media, Including Social Media, Mobile Phones, PDAs etc. |
| Entrant | MEC Singapore, SINGAPORE |
| Entrant Company: | MEC Singapore, SINGAPORE |
| Media Agency: | MEC Singapore, SINGAPORE |
Credits | |
| Name | Company | Position |
|---|---|---|
| Sanchit Sanga | Group M | Search Head - SE Asia |
| Nuwani Withanachchi | MEC | Search Director |
| John Pathrose | MEC | Search Manager |
| Jose Cellan | MEC | Search Executive |
| Rudilor Rodrigo | MEC | Search Manager |
Increased Awareness: There was an increase in overall awareness and interest in Singapore Tourism globally. The campaign period saw the maximum search volume for Singapore Tourism in the last couple of years. Increase in Visitors to Singapore The campaign had a direct impact on tourist numbers as Singapore saw an increase in visitors during the second quarter, which otherwise was a cold tourism season. In previous years, the number of visitors reduces after February and falls down through the next few months where as 2010 saw a month on month growth of 17 to 30 percent post campaign launch.
An analysis of consumer behavior with regards to travel and holiday planning helped us arrive at a “Path to Purchase” and the key insight was that travel is one of the most thoroughly researched decisions that an individual or family took. Travel planning began months in advance (and varied from market to market) and was often driven by word of mouth and the host of information available on the WWW. Search Engines were chosen as the preferred marketing platform as they had the advantage of a user initiated starting point. Consumers were targeted with relevant ads at every step of their Path to Purchase: Dreaming - Planning - Purchasing, as well as on the basis of their activities/interests, such as food, shopping, lifestyle & luxury, events and festivals. The yearlong STB “Your Singapore” campaign was planned for 11 markets, across three search engines.
Background: Singapore Tourism Board had been using the campaign “Uniquely Singapore” for the last 11 years to promote Singapore as a destination offering a holiday experience unlike any other country. In 2010, they launched a new campaign called “Your Singapore” which was a step further from “Uniquely Singapore” and rooted in the fact that the country offers something for everyone, where visitors can customize their holiday experience to suit their individual needs. Challenge: The challenges were to re launch Singapore Tourism globally and recreate the positioning Goal – objective: - To launch the new campaign and transition from the old to the new positioning. - To promote the events and festivals which catered to different target audience groups and countries.