We decided to simulate the night safari on posters. We used special materials to produce outdoor posters. In the daytime, people could only see the following text on the posters: ‘Singapore Night Safari, OPEN from 7:30PM to 00:00AM’.As the night fell, the posters revealed vivid images of animals on luminous background, conveying the message that the safari was only open in the night.

The call-in rate of the Singapore tour increased 87.4%, with a 36% increase in tourist applications. The posters were widely spread on Weibo (the most popular micro blog in China). The number of visitors to Singapore Night Safari increased 32.7% in 3 months.