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Singapore Tourism Board

An award-winning digital and social media strategy to support the Singapore Tourism Board in its re-brand


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.

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The results

180,000fans on social media
437,000online interactions
1,100,000Chinese tourists visited Singapore, breaking previous records

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