Singapore Tourism Board’s Digital Marketing Campaign Helps Fulfill Traveler’s Passions

In 2017, the Singapore Tourism Board unveiled its new destination brand, Passion Made Possible,” reflecting the destination’s aspirational ethos and broad appeal. To showcase this new brand identity, we produced a creative campaign to change British and German travelers’ perceptions of Singapore as a stopover destination, while increasing bookings and length of stay.

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The campaign was accessible on desktop and mobile devices and featured creative display ads and social media content to encourage engagement—in addition to an interactive trip builder on a custom microsite. The microsite allowed users to align themselves with a “tribe” – from the foodie, explorer, collector, socializer, action seeker, or culture shaper. Based on their personal travel preferences, the site produced customized and bookable itineraries.

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In addition to the trip builder, users could view custom Singapore itineraries and city recommendations from three local ambassadors to explore additional inspiring content to learn more about the destination.

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The integrated campaign generated incredible results while it was live from November 2017 through February 2018. The U.K. campaign produced an impressive 47:1 return on advertising spend (ROAS) and the German campaign produced a 23:1 ROAS.

We are thrilled to celebrate this campaign and its dynamic components. We work with a wide range of destination marketing organizations and other types of brands, all with their own unique success stories and campaigns. You can read these success stories here. You can also see how our in-house creative agency, Creative Partnerships, creates unique and compelling media experiences across our global travel brands by downloading our guide here.

Myriam Younes

Director, Business Development

Myriam Younes is a director of business development at Expedia Group Media Solutions, where she is responsible for driving business development in EMEA and India. Along with her team, Myriam oversees client business and partnerships for travel brands and non-travel brands, and provides strategic guidance to help them reach audiences across the vast network of Expedia Group travel brands and global sites. Prior to joining Expedia Group Media Solutions in 2012, Myriam worked for JacTravel, where she was responsible for travel agency sales internationally. She has a wealth of international, tourism and hospitality career experience, and has worked with brands such as Atout France, Moroccan National Tourism Board, Egyptian Tourism Authority, Air France, Hilton and Accor. Myriam is a graduate of Toulouse Business School in France, with a Master’s in Management, and currently is based in Madrid.

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