Singapore Tourism Board – My Parents’ Passions
Singapore has long been seen as an expensive, cold and business-like destination for Myanmar travelers – or a “small” place where you can easily fit everything in one trip.
The task was to create a communications campaign that would encourage year-end bookings from Myanmar to Singapore, while bringing to life the destination promise of “Passion Made Possible” and showcasing the vibrant and dynamic state city.
Strategy
We leveraged the Thadingyut festival, a time when people pay tribute to their elders, and enabled young Myanmar people to show appreciation to their parents by making their lifelong passions and dreams possible in Singapore.
Through a social media story contest, users were invited to share their parents’ unfulfilled dreams. The two most compelling stories were selected, and the families taken on a long-weekend tour to Singapore, on a customized itinerary based on their passions.
The campaign was supported with earned media relations, social media and KOL content and video storytelling.
Results
4 Million
Video views
3 Million
Reactions
12 Million
Campaign Reach
45
Earned media clippings