Singapore promoted as ‘stopover holiday’ to Australian tourists through online game

Singapore Airlines and Singapore Tourism Board is looking to boost tourism numbers from Australian stopover passengers through an new online game.

The ‘Singapore Stopover Holiday’ website highlights the city’s different attractions, such as the zoo, Gardens by the Bay and the National Gallery. Site visitors can participate in game whereby they have to match a visual image with facts about Singapore gleaned on the website.

The user who completes the game in the shortest amount of time can win a trip for two to Singapore for three nights.

Created by the independent agency United Yeah, the campaign encourages Australians, who are likely to use Changi Airport as a layover hub en-route to other destinations, to book accommodation and transfer packages along with a Singapore Airlines flight.

The Sydney-based United Yeah won the campaign project earlier this year. Agency co-founder James Anderson said: “We’re thrilled to kick off our collaboration with Singapore Airlines and Singapore Tourism Board in helping raise awareness of the amazing accommodation and cultural attractions on offer”.

The campaign will run until 15 May.

Singapore Tourism recently ended a global media review by appointing Zenith as its agency of record in January. The two-year contract commenced on April 1. The campaign is being promoted via social media ads as well as emails to commercial partners.



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