Singapore tourism board
Getting Personal with Tourism
Capabilities:
Singapore is an amazing place.
A concentrate of old and new, of East and West, of dense rainforest and shimmering tower blocks.
A destination where it is easy to enjoy an amazing range of experiences within a tiny space.
But when BBH took on the account in 2010, the island state's reputation for business efficiency, and perhaps even dullness, tended to overshadow the truth of its phenomenal diversity.
20%
More tourist arrivals than the previous year
60%
Increase in annual visitors 4 years after the campaign
Jolt perceptions about Singapore such that people understood the worth of spending time there rather than just passing through it.
Focus on the tourist as much as the destination.
The period marked the rise of the internet as the key source of travel information.
Rather than promote just one image for Singapore we decided to promote as many as there were visitors by creating the YourSingapore.com website where people could create their own unique, customised itineraries
Whatever you were interested in, the site could show you how you could enjoy it in Singapore.
All materials - print, poster, TV and online - were built on the theme of personalisation and guided people to the YourSingapore portal. Here, they could go from exploring to booking in one place.
