Silver Abby 2014 for Singapore Tourism Board - “Singapore: The Holiday You Take Home with You”

Objective

As a PR Manager at MSL Group India, I led the Singapore Tourism Board (STB) account with a clear and multi-tiered objective:

  • Boost Indian family travel to Singapore, positioning it as a preferred, family-friendly vacation destination, especially appealing for those traveling with children—with selling points like safety, top-tier attractions such as Jurong Bird Park, Marina Bay Sands, Gardens by the bay etc.
  • Encourage repeat visits, reframing Singapore not just as a one-time getaway but a memorable destination families return to.
  • Drive conversions—turn inquiries into actual travel bookings, increasing measurable tourism momentum from India.

Idea

Our campaign’s central insight: Indian families trust authentic, emotional storytelling, especially when presented through the eyes of a relatable family figure. We proposed an advocacy plan, with a celebrity as the tour guide—someone with a clean image and personal relevance to Singapore.

After careful consideration, we chose Mandira Bedi. Her brother lived in Singapore, and she was launching her saree collection there—making her connection organic rather than contrived. She had impeccable credibility and broad appeal, ideal for portraying genuine family experiences in Singapore.

Execution

Strategy Pillars

To showcase Singapore’s diverse attractions while aligning with family values, we crafted the trip around four compelling pillars:

  • Family Fun
      • Destinations included Jurong Bird Park, Marina Bay Sands, Universal Studios Singapore, and Gardens by the Bay—highlighting that Singapore offers engaging, safe fun for all ages
  • Active Lifestyle
      • Experiences such as iFLY indoor skydiving, Wave House Sentosa, MegaZip Adventure Park, and the Skyline Luge provided thrilling, energetic experiences for families seeking more than passive sightseeing. Another highlight was zipping around Singapore’s iconic F1 circuit in a Ferrari, bringing an adrenaline rush and showcasing the city’s unique lifestyle offerings
  • Culinary Discovery
      • From fine dining to regional favourites, the itinerary covered Cat Cora at S.E.A. Aquarium, Dolphin Suite at Underwater World, MUSEO at Sentosa Quayside, Skirt at W Sentosa, beloved local chains like Din Tai Fung and Toast Box, and il Lido Italian Restaurant—offering a variety that matched different palates and budgets
  • Romantic Moments
    • Experiences aimed to show Singapore’s versatility, including 1-Altitude Gallery & Bar (level 63), Stellar (European fine-dining, level 62), 282 Sports Bar with a golf simulator (level 61), plus the Infinity Pool and Banyan Tree Spa at Marina Bay Sands, and upscale shopping at ION Orchard. Some of her most memorable moments included a romantic dinner at Sky@57, perched 200 feet above the ground, which offered breathtaking views and an unforgettable evening with her husband

Campaign Rollout

  • Launch Event: On 17 October 2013, we hosted a press conference featuring Mandira Bedi alongside STB’s Mr. Chang Chee Pey, STB’s Executive Director for South Asia, Middle East and Africa in Mumbai—a jet-fuelled start to the campaign. International Business Times BMI
  • Mandira’s Singapore Trip: Mandira traveled with her husband Raj Kaushal and their 2-year-old son Vir, accompanied by a tour guide and videographer. Their experiences spanned all four pillars—fun, activity, food, romance—and were documented in real time via social media. 
  • Authentic Storytelling: These spontaneous updates created genuine engagement, inspiring families in India with real-time glimpses of Singapore’s
  • Media Amplification: Post-trip, I pitched Mandira’s experiences across Indian media—lifestyle magazines, travel supplements, newspapers—frame-aligned to our four pillars, offering interviews, quotes, photo features, and travelogues that wove in her personal journey.

Results

  • Media Buzz: Coverage in leading publications and platforms highlighted the campaign’s dual impact—Mandira’s relatable advocacy and Singapore’s rich family proposition. Coverage emphasized her genuine sentiments such as:

“Singapore has truly captivated us and it is definitely a holiday that I have taken home with me.” Travel-Knots

  • Campaign Resonance: Articles spotlighted newly featured attractions—like River Safari, Marine Life Park, Adventure Cove, Dolphin Island—under the campaign’s theme “Leave curious, return inspired.”
    • Enquiries Surge: Travel agencies reporting STB bookings recorded a 10× increase in travel inquiries following the campaign—an impressive indicator of conversion success.
    • Industry Recognition: MSL Group India won the Silver ABBY at GoaFest 2014 for this campaign—a testament to its creativity and effectiveness.

       

    Final Thoughts

    “Singapore: The Holiday You Take Home With You” demonstrated how authentic advocacy, emotional storytelling, and strategic content pillars can significantly influence family travel behaviour. By aligning the campaign with Mandira Bedi’s personal journey, we crafted a narrative that resonated deeply with Indian families.

    The campaign not only boosted awareness but translated into tangible travel conversions, substantiated by the 10× increase in inquiries and the industry recognition that followed. This case remains a prime example of how thoughtfully crafted campaigns, rooted in authenticity and rich experiences, can elevate tourism communications—and create a lasting holiday memory.