The Singapore Tourism Board (STB) came to MSLGROUP China in order to attract more experienced travelers for a more profound travel experience. MSLGROUP China’s goal was to rebrand Singapore an accessible getaway with a high concentration of iconic experiences. In China, STB aimed to continuously enhance its brand awareness in tier-1 cities and grow its business focus in tier-2 cities.
Drawing insights of the target audience, brand equity and new product offerings, we planned and executed two integrated campaigns which incorporated branded content, advocates and multiple touch points, to communicate the theme of “New Discoveries.”
To meet the right and widest target, we selected cooperation with high profile channels such as professional TV programs involving advocates to illustrate Singapore’s breadth and depth of experiences through compelling storytelling. Meanwhile, we designed creative weibo activities to engage more target audiences and enhance brand awareness.
MSLGROUP China’s campaign got the key message across: