Client: Singapore Tourism Board
Mapping A Night Out Strategy
Business Issue: Compared to Hong Kong, Bangkok, Tokyo, Singapore did not enjoy a reputation of a vibrant night scene. There was a need to review the offerings that will make nights out from Fridays – Sundays more attractive in Singapore.
Process: Facilitating multi-government agencies meetings, our scope included clear definition of target segments, areas to map and branding of key precincts. This was followed by planning of offerings and segmenting them into individual precincts so that efforts are coordinated, macro and visible. This translated into a better experience for a Night Out in Singapore.
The next part of the work involved created a name to define the initiative, development of a logo and tagline and mapping a marketing strategy. The management of this project was transferred in phases to the client resulting in creation of digital strategy and the handing over of a digital campaign.
Results: Night Buzz project successfully created 4 distinct precincts in Singapore – Orchard, Marina Bay area, Singapore River and Bugis with signature annual events and regular offerings to encourage traffic and interest.