Case Studies

The Challenge:

The agency was tasked with supporting Singapore Tourism Board in its re-branding efforts and in particular, its new campaign, "Your Singapore." MSL China was to creatively engage Chinese audiences, in particular, wealthy consumers who would be more likely to stay for an extended break in Singapore. Creating a digital and social media strategy for a target audience that embraced exclusivity and real-life experiences would require an insights-driven and highly creative approach.

The Solution:

Drawing on insights into the target audience, brand equity and new product offerings, we strategized and executed a 360° social media campaign which incorporated a variety of 'transformation' related tactics, linking back to Singapore Tourism Board's new brand identity of 'Your Singapore'. The 6-month digitally led campaign called 'Transformed Singapore' focused on three key areas - glamour, relaxation and fun, whilst connecting to the 'aspiration-driven' nature of our target group through a storytelling narrative.

The Results:

• 12 million impressions
• 437,000+ on-line interactions
• 180,000+ social media fans
  • 95,000+ Sina Weibo fans (No.1 ranking on Sina microblog billboard (winxun.com) amongst tourism board accounts - comprehensive algorithm of fans number, active fans proportion interaction extents)
  • 75,000+ Kaixin001 fans(SNS)
  • 15000+ douban fans(SNS)
  • 7500+ downloads of iPhone application within first two months  

Research and surveys following the campaign showed 80% of Singapore Tourism Board social media fans expressed positive awareness of the refreshed brand. By the end of 2010, Chinese tourism arrivals to Singapore had reached a record-breaking 1.1 million