CategoryA04. Travel, Leisure, Retail, Restaurants & Fast Food Chains


Name Company Position
Robin Chang PRecious Communications Practice Head, Consumer & B2C
Sim Yee Lim PRecious Communications Associate Consultant
Lars Voedisch PRecious Communications Managing Director
Kenneth Chew PRecious Communications Client Associate
Gabriella Teo PRecious Communications Client Associate

The Campaign

Artbox Thailand is a renowned beautiful night market that is extremely photogenic with the twinkling fairy lights, lively entertainment, and eclectic sheet metal art. We’re also inspired by our client who aims to present Artbox Singapore as the event that personalizes the millennial meme, “the hype is real.” The media outreach was carefully curated from the start to create rich and visual experiences to portray the hipster and creative elements of Artbox Singapore. Media invites were disseminated in the form of a glass bottle filled with lighted fairy lights for an instant connection to the familiar Artbox branding and an "Instagram-able” moment. On the event day, the media were treated to: 1) Exclusive rooftop access to a double-stacked container to capture a bird’s eye view of Artbox Singapore, 2) Media tours, hosted by Artbox Asia’s co-founders, with pit stops at key vendors and activity highlights


1) First wave of outreach: There were prior speculations and rumours of Artbox Singapore dates which resulted in the media posting / publishing inaccurate event dates. We reached out to these media to correct the inaccurate event information 2) Second wave: Focused on introducing Artbox Singapore's concept to the media via the creative media drop and interview pitching 3) Third wave: Curated a media programme on event day where media were hosted on group tours to showcase the highlights of Artbox Singapore 4) Last wave: Facilitated post-event queries and follow up questions as Artbox Singapore was viewed as a leader in the pop-up and creative retail industry Timeline: 8-weeks project Scale: Singapore

Results Garnered over 250 pieces of media coverage of Artbox Singapore from Feb – Apr 2017. Coverage across all forms of media in Singapore, including top-tier broadcast, dailies and online, garnering a total PR value of S$72 million calculated by a mix of industry and in-house formulas. Key media highlights A 10-minute TV segment including on-ground event highlights and studio interview featuring Artbox Asia co-founders on Singapore’s top television news station, Channel News Asia. -Front page photo coverage on The Straits Times Life! -Event coverage across majority of daily newspapers in Singapore including: The Straits Times, The Business Time, Lianhe Zaobao and The New Paper -Extensive online coverage of Artbox Singapore on top websites and platforms resulting in various content formats including videos, event reviews and social media updates. Footfall of 600,000 exceeded projected footfall of 400,000 by 50%, while vendor sales of over $10 million exceeded projected vendor sales of $3 million. Other key achievements: -Established strong leadership in the creative market retail space -Introduced concept of creative market to Singaporean consumers who are more familiar with night, pop-up and flea markets -Resulted in media coverage positioning Invade as a leader in the creative retail industry on top Channel 8 Mandarin current affairs programme, Money Week. -Cemented Artbox Singapore as the lifestyle event to be seen at -Positive pre-event coverage that mentioned Artbox Singapore is one of the most anticipated events in Singapore -Majority of coverage included the multi-faceted aspects of the event to include retail, entertainment, and food

The Situation

A night market designed to host the perfect setting for good vibes, entertainment, food and shopping, Artbox Thailand has garnered a dedicated following in the region, including many Singaporeans who consider it a must-visit. The inaugural Artbox Singapore was devised to recreate the hype across 50,000 sq. ft. at Marina Bayfront. Over two weekends, the event featured over 500 vendors, art installations crafted on 200 metal sheets and over 3km of 5000 fairy lights. Besides vendors from Thailand, the event featured local vendors prominently as part of its commitment to provide young local creative entrepreneurs with a showcase platform.

The Strategy

Target audience: General Singaporeans on the lookout for something trendy. This could be those already familiar with the Artbox concept, or those that are new to the event. Target media: Dailies, lifestyle, online, broadcast  PR planning: Conceptualise a launch within 8 weeks Approach 1) Positioned Artbox Singapore as the be-seen, go-to and desired lifestyle event 2) Developed targeted media outreach designed to cover all facets of the story across business, retail, lifestyle and entertainment 3) Organised experiential media tours on day of event 4) Conducted follow up media stories focused on business and financial aspects of creative retail scene as Artbox Singapore was viewed as a leader