Singapore is challenged by a perception that it lacks diversified offerings for travellers, especially millennials and young couples without children. Fierce competition from increasingly popular regional and short-haul destinations is a further challenge, and the cost of travelling to Singapore is relatively higher when compared to competitors.
With the global content focused on two Passion Tribes – the Socialiser and Action Seeker, Sinclair worked with Singapore Tourism Board Hong Kong and Macau to develop a localised integrated PR campaigns based on interests and demographics, aiming to counter perceptions and create incentives for target audience to visit Singapore.
Insight: Research showed Hong Kong travellers are discerning, price-conscious and curious to explore hidden gems. They love to travel like locals and are eager to try different cultural experiences.
Strategy: Devised two integrated PR strategies, each led by a viral video series with local passion ambassadors and supported by strong media outreach, strategic media and influencer partnerships, and sharable multimedia content.
Influence: Identified passion ambassadors including Hong Kong running athletes Christy Yiu and Ka Ho Chan and prominent lifestyle influencers Cheers Oppa to create impactful localised video content to drive buzz on social media. Engaged micro-influencers to share global tribe films to boost awareness.
Partnership: Partnered with dominant travel and sports online media and community pages for campaign video seeding and incentive driven posts to maximise reach and engagement.
Creative: Multimedia posts were curated on VisitSingapore (HK, MO) owned Facebook page in various formats, such as animation, GIF, cinemograph, maintaining content diversity to keep audience engaged.
