Results and Effectiveness

Great effectiveness and results were achieved across all communications pillars and respective media owner partnership programmes. For example, best partnership performers drove: • 80% understood the campaign and its respective messaging; • 65% recommended the programming to peers; • 32% wanted to find out more information about doing business in Singapore following; • 60% looked to engage with programming content outside of media owner partner outlets; • 12% shift in awareness levels; • 86% shifted perception that Singapore is more forward thinking than thought previously

Creative Execution

Three communication pillars brought our strategy to life: Singapore Sessions, Singapore Stories and Future Ready Today. (1) ‘Singapore Sessions’ positions Singapore as a thought leader on global business issues and strengthens brand recall of Singapore globally. Content was developed by Harvard Business Review (webinar, print, online), The New Yorker (print, tablet), and Bloomberg (featuring Charlie Rose and Betty Liu in broadcast, digital, print and events). (2) ‘Singapore Stories’ showcases stories of companies and individuals who have succeeded in Singapore, demonstrating its business strengths, liveability and creativity. Broadcast channel Euronews and journalist Michael Peschardt (BBC) created Singapore branded content, featuring high-profile opinion leaders and executives. (3) ‘Future Ready Today’ targets C-suites who are further along the consumer journey, providing industry-specific case studies about how Singapore’s partnership helped companies succeed in Asia. The Economist Intelligence Unit and Monocle conducted in-depth research reports, supported by interviews with C-suites in The Economist.

Insights, Strategy and the Idea

With the Asian growth story taking centre stage in the global economy, our challenge was to position Singapore as a strong business partner for companies seeking to expand in Asia and the strategic location to manage their operations. Key insights revealed that our target audience, C-suites in U.S. and Europe, (1) respond to easily digestible, relevant information, (2) rely on trusted advisers, peers, and media sources for advice, (3) are in different stages of their location-vetting process. Our media strategy addressed the needs of C-suites at different points of the customer journey: (1) drive awareness of Singapore as a compelling business destination and associate Singapore with thought leadership (2) increase Singapore’s share of voice with inspiring success stories (3) provide industry-specific insights to aid C-suites in making their decision Our research guided us in channel selection for thought leadership (video and print), inspiring stories (broadcast) and in-depth analysis (print).