Context: India is one of the fastest growing markets for outbound travel and tourism, with Indian tourists being the second biggest spenders behind China. A key travel corridor for Affluent Indians is Singapore, due to its close proximity and diverse, family-friendly experiences available.

?The Trigger: The summer school holidays were the peak season for Indian families travelling overseas, with Singapore being one of the top destinations on their wish list. Beyond actual trip planning, social channels were abuzz with travel talk.

The Opportunity: Singapore Tourism Board wanted to leverage this Trigger to increase the number of visitors to and average spends in Singapore. To cut through the clutter of travel offers, Singapore approached Mastercard to help them connect the dots of establishing an emotional connection with consumers to build affinity, whilst still delivering tangible business results.

Objective: To drive both emotional relevance and qualified leads to merchant travel partners.

We executed boosted offers within 12 hours of spotting the trends.

-Creative articulation of offer: We created a simple Facebook link post to promote the offer, with creative that was strongly informed by insight. As we knew that the bulk of conversation were from parents, who were interested in bringing their children to visit the Singapore Botanic Gardens, we featured an image showing children happily playing amongst the flora and fauna, with the call-to-action ‘the best lessons are the ones experienced, not taught’ to connect emotionally.

-Media optimisation: We collaborated with media to tailor interest, behaviour and demographic targeting specifically for the offer, to ensure that we were reaching audiences that were most likely to be interested in the Singapore Botanic Gardens. We also used Facebook Custom Audiences targeting, leveraging our own database to reach out to people who have showed interest in similar offers in the past.