Singapore Tourism was looking to hold their biennial industry engagement campaign where we were tasked to develop a nationwide roadshow and promotional marketing activity to bring their “Passion Made Possible” destination campaign to life for Australian tourism and travel advisors.
By placing a consumer lens over what is ordinarily a B2B activation, we worked closely with Tourism Singapore to develop a series of experiential engagements which focused on four key tribe identities in the campaign, including “The Explorer”, ”The Foodie”, ”The Socialiser” and “The Culture Shaper”.
A key part of the brief was to encourage this B2B audience to share this experience on their personal social channels and peer-to-peer networks. This was achieved through the creation of ‘instagrammable’ moments throughout the event series.
With over 600 registrants across NSW, VIC, and QLD the roadshow was one of the tourism board’s most popular. A trade media spend with Travel Weekly also widened industry exposure to the campaign.