In a bid to make travelers turn stopovers in Singapore into longer vacation stays, Toronto agency Stone Canoe has created the “Very Very Singapore” campaign.
Four million Americans travel to Asia every year, and Singapore is already a nexus for the majority of those travelers. The Singapore Tourism Board (STB) and Singapore Airlines (SIA) approached Stone Canoe with a brief to promote incentive packages that get those Americans out of the airport and exploring.
While the clients had originally asked for an offline campaign leveraging elements such as direct mail, Stone Canoe sought an online push. The campaign’s resulting online home houses a one-minute video featuring varying shots of the region’s scenery, nightlife, culinary culture and architecture.
“They want people to take advantage of the city,” said Dave Carey, senior vice-president of client services at Stone Canoe. “The video gives people a taste of Singapore. Some people want hiking. Some people want restaurants. Some people want nightlife. Singapore has it all… We want to immerse potential customers in the idea of Singapore before they’ve even booked the flight.”
The online-only campaign, which includes banner ads on travel sites, targets young couples and single explorers as opposed to business travelers, who don’t typically have as much time flexibility.
