Clapboard - Singapore Tourism Board's Unexpected Journeys | Clapboard Ad Archive

Unexpected Journeys

Description

Unexpected Journeys is a compelling marketing initiative launched in Singapore in September 2019, designed to showcase the dynamic and multifaceted travel experiences within the city-state. Created by the renowned agency TBWA for the Singapore Tourism Board, this campaign leverages a single content medium asset to engage audiences through storytelling that highlights the seamless and surprising travel pathways available in Singapore’s transport network. By focusing on the theme of unexpected adventures, the campaign aims to inspire both locals and international visitors to explore the city beyond conventional tourist attractions, emphasizing the ease, efficiency, and richness of discovering hidden gems via Singapore’s well-connected transport infrastructure. Strategically, the campaign merges content marketing with emotional appeal, positioning Singapore not just as a destination but as a gateway to unique journeys that blend culture, innovation, and convenience. The choice of content medium allows for immersive narrative delivery, enabling potential travelers to visualize their own explorations while reinforcing the brand’s image as a forward-thinking promoter of sustainable and smart mobility solutions. This campaign underlines Singapore Tourism Board’s commitment to promoting the city as a vibrant hub where transport and tourism intersect, enhancing visitor experience through localized storytelling that resonates with diverse audiences. Overall, Unexpected Journeys exemplifies a thoughtful blend of marketing and communication strategies, utilizing the power of content to drive awareness, stimulate curiosity, and ultimately, increase tourism engagement in line with Singapore’s broader transport and tourism goals. { "campaignTitle": "Unexpected Journeys", "location": "Singapore", "publicationDate": "September 2019", "brand": "Singapore Tourism Board", "agency": "TBWA", "medium": "Content", "industry": "Transport", "mediaAssetsCount": 1 }

Credits

Client

Singapore Tourism Board

Agency

TBWA

Managing Partner

Mandy Wong, Adrian Bosich

Account Management

Char-Maine Tan, Cheryl Wee, Goh Siow Yune, Hannah Leow

Strategic Planner

Tammi Seng

Executive Creative Director

Gary Steele, Hagan de Villiers

Creative Director

AS Anam, Justine Lee, Jennie Morris, Greg Wood

Art Director

Germaine Chen, Weicong Chong

Copywriter

Justine Lee

Head Of Content

Leigh Arbon

Production House

AIRBAG

Producer

Sariyanti Sannie / Sixtoes TV, Martin Box / AIRBAG, David Curry

Crew

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Campaign Proposition

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