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Introduction
Singapore faced a challenge in captivating the imagination of Gen Z travelers, who were more interested in off-the-beaten-path adventures and destinations like South Korea and Japan. According to Klook’s Travel Pulse survey, less than 20% of young travelers had Singapore on their wish lists. To address this, a content marketing campaign called “The Bucket List” was launched, showcasing Singapore through the eyes of grandparents on adventures with their tech-savvy grandchildren.
Key Challenge
The campaign aimed to tackle two main issues:
Shifting Perceptions: Gen Z travelers preferred unconventional adventures, making it hard for established destinations like Singapore to capture their interest.
Content Disconnect: Traditional marketing approaches were ineffective with Gen Z, who were wary of overt advertising and sponsored content.
Marketing Strategy:
The Bucket List! Campaign:
A Video Series with Over 5M Views, Featuring DBS’ Retirement Plans
Series of Videos for BBC Showcasing Mitsiui & Co.’s Widespread Global Portfolio
Video and Graphic Content Across Multiple Brands
Video Series Showcasing Macao’s Culture, Gastronomy, and Integrated Resorts