COVID-19 took a devastating human toll, ravaged economies, and severely disrupted the tourism industry globally. Singapore was severely impacted, with GPSS cancelled during this time. Due to the pandemic, Inbound Visitor Arrivals (IVA) fell by 86%, from 19 million visitors to 2.7 million visitors per year. Now that most of the world has opened its borders and encourages tourism again, the need to aggressively woo tourists back is vital. Our key challenges were to boost Inbound visitors and increase the length of stay in Singapore, subsequently driving tourism receipts.

Riding on the Grand Prix Season Singapore 2022 (GPSS22), we wanted to drive awareness and excitement for GPSS22 by spotlighting the myriad of activities and entertainment and encouraging visitors to book their trips to Singapore for a longer length of stay. This would increase tourists’ receipts in all components, from activities to shopping and dining.

In September 2022, the inbound visitor’s arrival from the focused markets—Australia, India, Indonesia, Malaysia, the Philippines, Thailand, and Vietnam recorded +13% increase compared to the past month. Furthermore, the celebration continued with Singapore Grand Prix 2022 seeing a record high crowd of 302,000 over the race weekend, the highest attendance ever since its inception back in 2008.

Overall, paid media successfully garnered over 92 million total campaign reach, a tremendous achievement for the returns of the Grand Prix season.

In addition, a whopping surge of +624% for Through play rate on Facebook and Instagram, outperforming GPSS's 2019 performance.

In comparison to GPSS 2019, this campaign also sees growing interest in GPSS with +13% in Clicks.