Resorts World Sentosa (RWS) in Singapore is a popular family destination, but the area's other attractions were lesser-known to the public. RWS wanted to promote all its attractions to all types of travelers, including solo and group, and reach out to Indian vacationers. AUGMENT collaborated with Travel + Leisure India & South Asia to establish an extensive content strategy to achieve this goal.
Mission
Resorts World Sentosa needed to publicize the area's other attractions and reach out to Indian vacationers in a fresh way.
Solution
To start, AUGMENT identified the need for a well-known face to act as an ambassador for Resorts World Sentosa, particularly in the South Asian region. They appointed Bollywood actress Rakul Preet Singh for the role and proceeded to create a comprehensive content plan, including a print feature and cover, seven videos, digital-exclusive articles, and a social media campaign. The video production team covered all 18 spots at Resorts World Sentosa, and the end result showcased the location through the eyes of Rakul Preet Singh, providing a unique perspective for viewers. The team produced a cover integration with Travel + Leisure India & South Asia featuring Rakul's bright spirit that complemented the brand's. The campaign also included commercials and on-site banners and displays.
Achievement
AUGMENT's collaboration with Travel + Leisure India & South Asia resulted in a comprehensive content strategy that included a thorough print feature, seven finished videos, digital-exclusive articles, and a social media campaign. The campaign achieved 12 million consolidated reach and 60,000 page views. The print feature reached 560,000 readers across three continents.
