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.
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.
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.
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.