The Campaign

Regulations around the editorial integrity of content are increasingly stringent as the lines between branded content and advertising are getting blurred. With the priority on global exposure, we were able to avoid national and regional restrictions and regulations by ensuring that our programming was issues based, rather than news based and ensuring the content met Bloomberg's strict editorial guidelines. As a result we were able to broadcast across Bloomberg's multiple pan-regional feeds reaching more than 50 countries. Due to the unique nature of the Singapore Sessions programming format, the agency worked incredibly closely with Bloomberg's editorial and production teams to ensure that the balance between brand messaging/integration and editorial integrity was not compromised. Through open dialogue, rules of engagement were set and the program was cleared for broadcast.

Results

Challenge: The Asian growth story continues to take centrestage. Companies investing for growth are looking for the strategic location. More countries in Asia are taking a pro-active approach to position and brand themselves as attractive business locations and advertising for the economic agencies have increased. The challenge is to cut through the clutter and deliver relevant information to our target audience - C-suites in US and Europe. The communication objectives are to position Singapore as a strong business partner when these companies seek to expand in Asia, and show how Singapore is a place to manage their Asian operations. Media strategy: Through the agency’s proprietary research (‘Understanding C-Suites’), and EDB-commissioned research, key insights found that our target audience (1) respond to relevant information presented in easily-digestible format, (2) rely on trusted advisers, peers, and media sources for information and advice to stay current and ahead of the curve, (3) are likely to be in different stages of their location-vetting process (from becoming aware of opportunities that different locations present to making a final decision of where to hub). Our strategy was to drive further awareness of Singapore as a compelling business destination by associating Singapore with thought leadership through addressing the needs of our target audience at different points of the customer journey Execution: The premise of Singapore Sessions is simple. The genesis was led by an editorially-driven discussion topic and framework, and flexible rights to repurpose content on the client’s owned sites. The best minds from diverse backgrounds come together in an intimate setting where their views can be heard. Great minds do not always agree, and when provocative ideas collide, they create a formidable spark, fueling insightful content that can be repurposed in various mediums, beyond the original form. This brand funded Bloomberg collaboration was made available via broadcast, webcast, appcast, rich media display and video syndication.

Through agency and client’s research, we know our audience responds to relevant information through multiple channels and connected devices. With that, Bloomberg was selected for their suite of business focused channels and broadcast quality. The appeal of the content consisted of: Betty Liu, an up and coming anchor at Bloomberg, provided dynamism to the discussion. Rich media digital banners with expert quotes and interactive polls drew audiences in Provision of viewing methods i.e. web simulcast on Bloomberg.com, live or on-demand viewing through Bloomberg’s newly launched TV+ app, thus increasing our reach Repurposing of content by showcasing key highlights on EDB’s Youtube channel and site

Great effectiveness and results were achieved from the “Singapore Sessions” on Bloomberg. This included the following: • 84% perceived Singapore as forward-thinking and future-facing • 83% perceived Singapore as resourceful • 78% perceived Singapore as collaborative • 64% recommended the programming to peers; • Interest in doing business/investing in Singapore increased to 60% after viewing the program from 37% before viewing the program