To address these issues, STB wanted to promote Singapore’s uniqueness as a destination.

Building accurate audience segments and target messaging was critical to its success, and to support them in developing these, STB partnered with Epsilon.
STB also employed Epsilon’s location measurement capability. This allowed them to track the correlation between the audience’s exposure to the creative and whether they subsequently visited Singapore post-exposure.
Using CORE ID, which incorporated a wealth of relevant travel, lifestyle, demographic and intent data, Epsilon worked with STB to target key UK leisure travel audiences. These audiences were activated online across the open web. The audiences would receive targeted creatives encouraging them to discover more about Singapore as a travel destination.