Singapore is one of the best places in the world to do business and consistently voted a top MICE destination. Singapore’s brand indexes very highly as “the perfect place to mix business and leisure”.

Covid-19 shook the global tourism industry to its foundations and Singapore, with a high reliance on international events demand, took a huge hit. Total Visitor Arrivals to Singapore fell to a low point of 330,000 in 2021.

With pandemic restrictions easing globally, travel returned to the top of the agenda, but audiences were making more considered, purposeful choices. MICE recovery would be driven by the top-tier of business growth leaders.

Our objective was to build a platform for Singapore Tourism Board as a ‘good global citizen’ and strategic leader in the future of travel. A pilot for new models that drive global industry engagement and talkability with Tourism, Technology and Sustainability business decision-makers and trade media.

Phase 1: Reimagine Experiences

87.3% agreed that SRI Global Conversations: Reimagine Experiences has increased their perception of Singapore positively as a destination that has reimagined travel.

> 10 million YouTube channel views of the teaser, episodes and highlights videos.

123K total episodic YouTube views across 7 markets

Bloomberg assets exceeded channel benchmarks for teaser views by 7x and poll assets engagement by 3x.

Significant PR interest around the WGSN’s episode, with 30% of coverage being very positive, securing 16 online articles, 2 pieces of radio coverage and additional 10 social content.

Overall delivered to >15k trade audiences.

Phase 2: Reimagine Sustainability

93% agreed Singapore is a leader in sustainable travel after viewing Reimagine Sustainability

+6% lift in indicating Singapore as a top travel destination choice amongst “exposed” audiences

14 million video views of the post event highlights. Campaign amplification achieved 93M impressions and 34M reach across the multiple platforms.