Singapore welcomes more than 15m tourists each year. Attracting travelers to Singapore is easy, getting them to spend on card whilst they are here is a harder challenge. We identified that India is one of the biggest inbound markets to Singapore – but the Indian traveler deals almost exclusively in cash.

We partnered with the Singapore Tourism Board (STB) to help encourage Indian travelers to Singapore to spend more money using MasterCards whilst they are here.

In order to achieve our campaign objectives of driving transactions on Indian issued MasterCard cards in Singapore, we worked with our merchant partners (such as Accor Hotels) to devise exclusive offers that would entice travelers to make purchases on their MasterCard, both during the planning phase (such as Accor

Phase 1:

We drove reach with exclusive celebrity content and created an emotional bond. Our tests show that this increases consumer response to our offers. We implemented reach and frequency buying to enable cost effective reach. Once we had built a significant audience pool we were able to segment them into custom audiences based on attitudinal and behavioral preferences and move into Phase 2: Serve relevant merchant offers based on individual preferences.

We worked with our mobile partner to create custom audiences exclusive to MasterCard. These bespoke audiences helped us drive response because they gave us laser precision targeting of our most valuable audiences.

We leveraged the native functionality of the mobile phone by identifying when one of our audience has left India and arrived in Singapore. Once they had arrived we then served them the most relevant offers they could enjoy during their stay – such as restaurants and attractions.