The Singapore Tourism Board elected for an experiential and experimental option in unveiling its 'Passion Made Possible' campaign in Australia. The board hosted a dinner over 6,300 kilometres between Singaporean and Australian diners.
Guests from each country were treated to a bespoke menu jointly created by renowned chefs Malcolm Lee and Janice Wong from Singapore, and Adam Liaw and Anna Polyviou from Australia. Both meals were hosted at Shangri-La hotels in Singapore and Sydney.
They then connected virtually through a high-quality video and audio connection to enjoy the meals together simultaneously.
Singapore’s Passion Made Possible campaign was launched in August last year, with separate in-market activations taking place since. The campaign features seven ‘tribes’ of travellers, and based on research STB said it chose the ‘foodie’ tribe theme to launch in Australia.
“Through this unique dinner party, we are bringing Singaporean and Australian foodies ‘together’ to sample specially created dishes by four of the finest chefs in both countries,” said Lynette Pang, STB assistant chief executive.
“This is part of STB’s aim to deliver engaging, different and creative experiences as we roll out the Passion Made Possible brand in Australia.”
More localised activations are planned for more markets globally, Pang said. As of 31 December, the Passion Made Possible campaign had generated total media value of SG$11.3 million (US$8.56 million), with more than 190 million video views and over 3 million social media engagements.