Case Studies

The Challenge

The island state of Singapore is recognised worldwide as an economic and financial power hub - while  its rich cultural and artistic heritage often goes unrecognised. Singapore's Ministry of Information, Communications and Arts decided to actively engage key countries to address this misperception - turning first to the English and Scottish markets.  With France the third country in the Ministry's sights, Publicis Consultants France worked with the Musée du Quai Branly to launch France's first festival of Singaporean art, and to promote the island state as a vibrant global art and cultural destination.

The Solution

An integrated communication campaign, which included:

-              An advertising and marketing campaign relying on powerful outdoor ads, supported by press, magazine and online ads.

-              An influencer outreach programme for key journalists in national press and art magazines

-              An online campaign to drive traffic to the Singapore Festivarts official webmag

-              A series of surveys to benchmark the impact of the integrated communication campaign.

-              A prestigious opening dinner at the Musée du Quai Branly opinion leaders and government representatives.

-              A 24-page booklet to promote the Festivarts' programme.