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.
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.
Earned media clippings