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Stay over, not stopover

Using segmentation and personalisation to promote Singapore as a stand-alone destination for UK travellers

Under Singapore's Ministry of Trade and Industry, the Singapore Tourism Board (STB) promotes Singapore as a vibrant destination and supports the tourism sector's growth as a key economic pillar.

5M

targeted impressions served.

22%

CTR achieved above plan with the best-performing audience segment

12000+

exposed passengers measured to location

Challenges

As international travel continues its post-pandemic recovery and returns to its previous growth trajectory,STB wanted to take advantage of this positive market sentiment and encourage more UK visitors. But it faced challenges in the marketplace in terms of increased competition for the post-pandemic traveller in an environment where consumer spend is getting squeezed.

Solutions

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.

Results

With a target click-through rate and an engagement goal to drive qualified traffic to the STB website, Epsilon delivered this campaign
benchmark, with the best-performing audience segment achieving a CTR 22% above plan.

Additionally, when analysing the correlated data between users exposed to the campaign and those actually visiting Singapore, Epsilon measured over 12,000 visitors to Singapore who had exposure to the campaign.

As a result of the campaign, STB test-bedded a more tailored marketing approach to better understand their market segments, which remains important in a competitive market when creating top of mind awareness amongst consumers.

How can you break through?

We get it. Each industry and each company encounters their own unique set of challenges. But what if we repositioned those challenges as opportunities? See just how far we can go.

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