Apart from the new YourSingapore website by digital agency XM Asia, the project is supported by TV commercials, print, outdoor and digital components. People interested in exploring Singapore further can access the smart itinerary planner on the site, which customises a tour for users. The website has e-commerce associates, which people can directly source for accomodations and travel guides. Taru Jain, managing director of XM Asia added that the site will develope further into a 'digital ecosystem' the next six months to include tools like CRM, mobile applications, search strategies and more.
Audiences will see the first TV commercial series when it launches later this week. BBH revealed that the first spot, titled ‘High Energy’, is pumped with adrenaline and explores the nightlife of Singapore. ‘Fun’ is the theme of the second ad, told through the eyes of a seven-year-old child on a daytime adventure.
"This is both a natural evolution and critical progression from Uniquely Singapore. We wanted to emphasise Singapore's unique selling points in terms of its concentration of attractions and ultimate user-friendliness more directly - and deliver them in a way that's relevant to the modern media environment,” said Ken Low, assistant chief executive of the marketing group at STB.
STB appointed BBH Asia-Pacific in April 2009.
Client Singapore Tourism Board
Creative agency BBH Asia Pacific
Creative directors Steve Elrick, Shawn Loo, Noel Yeo
Art director Adrian Chan
Copywriters Douglas Hamilton, Elena Fletcher
Designer for print Evonne Ng
Account servicing John Hadfield, Richard Powell, Mike See, Lesley-Anne John, Jonathan Kang, Rebecca Souw
Planning Charles Wigley, Fredrik Sarnblad, James Sowden, Frank Reitgassl,
Print producer Michelle Tan
Production company Cactus Studio
Print producers Mecanique Generale, Thomas Koh
TV producer Kristin Armstrong
Design Tomaz Goh, Edward Ng,
Commissioned illustrator Soh Ee Shaun
Producer Amy Wong
Production company The Mill
Media agency MEC
Digital agency XM Asia Pacific
Exposure Television, print, outdoor, online