Repositioning Destination Singapore

Our retainer with Singapore Tourism Board challenges us to find new ways of engaging the Hong Kong market, creating a positive image of Singapore as a must-visit tourism destination.

Planning & Execution

• Positioned Singapore as an exciting multicultural destination, rich in cuisine and culture.
• Devised a strategy based on the insight that Hong Kongers like to be prepared with insider information and knowledge before visiting a destination.
• Developed a series of fully integrated influencer-led campaigns based on a strong call-to-action in traditional Chinese to reach the target audience.
• Each campaign seamlessly integrated print collateral, traditional PR, social media, events, online marketing, trade engagement and direct-to-consumer activities.
• Collaborated with famous HK food blogger KC Koo to create the first ever Singapore Food Guide.
• Developed the Map of Singapore Heritage Landmarks in collaboration with renowned local illustrator AngryAngry, which highlighted unique points of interest specifically for HK visitors.

Effectiveness / Results

• Well received collaterals saw second print runs for each campaign.
• +65 media clippings in top lifestyle publications to the PR value of +HKD1.8 million.
• +80 media & bloggers attended each launch event.
• +9,500 interactions with fans on social media, with total social media reach of +750,000.
• +11,000 people clicked on the Facebook games.
• 6% growth in visitor numbers in the month after the Heritage Map was launched.

The Agency Directory online coverage is now Portfolio

Portfolio is a unique platform which combines the existing Agency, PR and Digital directories into one comprehensive, content and data rich showcase of agencies in Asia-Pacific. Easily browse, search and review agencies on key performance criteria, as well as their Creative Ranking.

We hope Portfolio makes finding the right partner a little bit easier but we’d like to hear from you - simply select the feedback tab on the site and let us know want you think.


The Campaign Asia-Pacific Team