Singapore: Beyond Business

Singapore: Beyond Business

Bloomberg LP

Singapore, Singapore

Category Native Advertising

Overview of this campaign

CAMPAIGN OBJECTIVES: 1) TO ENCOURAGE TRIP ENHANCEMENT; 2) TO INFLUENCE TRIP EXTENSION; 3) TO CONSIDER BRINGING A PLUS ONE.  IN ORDER TO MEASURE THE EFFECTIVENESS OF THE CAMPAIGN, A CUSTOM AD EFFECTIVENESS RESEARCH WAS CARRIED OUT TO MEASURE THE DIFFERENCES BETWEEN BLOOMBERG AUDIENCE VS. NON-BLOOMBERG AUDIENCE IN UNDERSTANDING HOW THE BLOOMBERG CAMPAIGN HAS IMPACTED ITS AUDIENCE’S PERCEPTION ON SINGAPORE BASED ON THE KEY CAMPAIGN OBJECTIVES. PART OF THE KEY OBJECTIVES OF THE CAMPAIGN IS TO ENCOURAGE TOURISM RECEIPTS FROM BUSINESS TRAVELERS WHO FREQUENTLY VISIT FOR WORK BUT HAD NOT HAD THE OPPORTUNITY TO EXPLORE WHAT THE CITY HAS TO OFFER IN TERMS OF ITS LEISURE, CULTURAL AND CULINARY OFFERINGS.

 

TARGETING INTERNATIONAL BUSINESS TRAVELERS TO RAISE THE AWARENESS AMONG BUSINESS TRAVELERS OF SINGAPORE AS A COMPELLING LEISURE DESTINATION. BUSINESS TRAVELERS USUALLY DON’T HAVE A CHOICE OF BUSINESS DESTINATION AND THEY DO NOT ENGAGE IN PRE-TRIP RESEARCH. ALSO DURING THEIR TRIP, BUSINESS TRAVELERS ARE TIME-STRAPPED. THROUGH THE ADVERTISING CAMPAIGN WITH BLOOMBERG, STB HOPED TO SHAPE PERCEPTION OF SINGAPORE WITH THE VIEW OF ENCOURAGING TRIP ENHANCEMENT AND INFLUENCING TRIP EXTENSION /COMPANIONSHIP


Results for this campaign

Campaign is contracted to deliver 1,538,395 impressions.
?Campaign delivered 1,539,211 impressions with 2,090 banner clicks.
?Campaign Average CTR = 0.14%
?Best performing placement:
?Business Video Live TV :60 Mid-roll January, 0.41% CTR

 

OVERALL, 80% OF BLOOMBERG AUDIENCE SAID THE VIGNETTE “PROVIDES INSPIRATION AND IDEAS FOR BOTH BUSINESS AND LEISURE TRAVEL TO SINGAPORE” AND 75% SAID “IT MAKES ME WANT TO EXTEND MY NEXT BUSINESS TRIP IN SINGAPORE WITH MY FAMILY AND FRIENDS”. MEANWHILE, 80% AGREED “IT MAKES ME MORE LIKELY TO INCLUDE NON-BUSINESS ACTIVITIES IN MY NEXT BUSINESS TRIP TO SINGAPORE, AND 78% ALSO SAID THE VIGNETTE “IS AIMED AT BUSINESS TRAVELERS LIKE ME". THE RESULTS ARE SIGNIFICANT BECAUSE IT IS ABLE TO CONVEY THE SOFT METRICS OF SINGAPORE NOT ONLY AS A BUSINESS HUB BUT A PLACE FOR ENTERTAINMENT AND CREATIVITY TO THE BLOOMBERG AUDIENCE. THE RESULTS SHOW THAT 81% OF BLOOMBERG AUDIENCE AGREED SINGAPORE TO BE A CITY “BUZZING WITH CREATIVITY” WHILE ONLY 58% OF NON-BLOOMBERG AUDIENCE AGREE WITH THIS STATEMENT. MEANWHILE, 80% OF BLOOMBERG AUDIENCE AGREED THAT SINGAPORE IS “A PLACE FOR UNIQUE SHOPPING” WHILE ONLY 59% OF NON-BLOOMBERG AUDIENCE AGREED WITH THIS. ADDITIONALLY, 80% OF BLOOMBERG AUDIENCE BELIEVED SINGAPORE IS HAS “GREAT NIGHT LIFE” WHILE ONLY 61% OF NON-BLOOMBERG AUDIENCE AGREED WITH THIS.


Contact

To contact a company representative about this campaign, click here for the INMA Member Directory