Won Best Use of Content in Singapore Media Awards 2014.
The once popular
Sydney as a vacation destination was diminishing in the eyes of Singaporean
travelers. Research identified 2 misconceptions Singaporeans had which hindered
them from visiting or returning to Sydney:
1.
Everything
in Sydney is overpriced – that one cannot enjoy Sydney without burning a
big hole in his wallet
2.
“Been
there, done that!” – there was nothing else Sydney could offer beyond her
iconic attractions
Tactical promotions
and fire-sale airfares were not gaining traction and it was a perception issue
that could not be changed overnight. Consumers spent much of their time researching
for travel info online so we took the chance to engage consumers in an informative
yet entertaining way, addressing what mattered most to them through
an online branded content execution!
“Stretch or
Splurge : Sydney” was created – a 4-part reality webisode series
uncovering Sydney’s hidden gems and showing viewers that there was
something for everyone whether they were looking to stretch every dollar or
splurge to experience the finest.
It was a hit! The
branded content series received over 10,000 views to date with 23% more flight
searches to Sydney on Scoot’s website.
Watch an episode here!
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