Results and Effectiveness

We drove significant social conversations and awareness, shifting attitudes about Singapore as a leisure destination. Search volume increased 218% to 2.3 million. Generated >500,000 site traffic. Facebook fans increased 84%; wall post interactions increased 211%; China social fans increased by more than 100%. Australians loved the edgy and bold communication approach. “Just LOVE that Get Lost video. The ad made me want to go back and get to all those places… ” (Maria Visconti, Sydney Australia) 2012 Jan-May visitor arrival reached 1.62mil, a 17% increase from 2011 Jan-May. China saw an unprecedented 32% increase in arrivals (> 500,000).

Creative Execution

In China, NEW DISCOVERIES leveraged the popularity and credibility of key opinion leaders (KOLs) to prompt target audience to reconsider what they already know of Singapore: Themed magazine advertorials featured KOLs’ Singapore experience; content on social platform created interactions and sharing; customised radio segments extended conversations. In India, THE HOLIDAY YOU TAKE HOME WITH YOU invited users to generate content and share experiences by seeding content ideas: Rich media ads and Facebook quiz generated conversations; mobile internet display extended social conversations; magazine editorials added more depth to content around enriching experiences. Appealing to Australians’ sense of adventure and humour, GET LOST AND FIND THE REAL SINGAPORE connected people through gamification to earn social currency: 30sec film invited audience to Get Lost and Find the Real Singapore; online video seeding/display ads generated conversations around the film; Facebook game to find best travel mate to “Get Lost” in Singapore increased viral sharing.

Insights, Strategy and the Idea

The STB destination marketing campaign was driven by differentiated consumer travel needs and motivations in China, India and Australia. The communication objective was to make our audience aware that Singapore offers them relevant experiences that go beyond their conventional beliefs. Market insights: • The Chinese sought a greater depth of travel experiences with increasing time spent on creating and sharing travel stories. • Indians seek enrichment from their travel experiences which they can share and exchange socially. • In Australia we needed to challenge misconception that Singapore is boring and sterile. Our overall strategy was to use content creation and conversation sharing to engage and shape perceptions. In China it was about NEW DISCOVERIES of the evolving Singapore; in Australia we invited audience to GET LOST AND FIND THE REAL SINGAPORE; and we wanted to tell our India audience that Singapore is THE HOLIDAY YOU TAKE HOME WITH YOU.