The Singapore Tourism Board was seeking a unique and fun content strategy that would draw Indian tourists to the country, and highlight the diverse amount of options available for any traveler.
The digital team at Travel + Leisure India & South Asia proposed an engaging quiz that would be housed on a dedicated microsite. Through this quiz, our readers would get a unique result that defined their ‘traveller personality’. Covering food trails, cultural trips, and so on, each one would find something fitting for them from the quiz, and would receive a Singapore Tourism Board-approved itinerary that matched the result. A pure digital campaign, the social media team complemented this by continuously offering up bases for followers to find the quiz, and even offering prizes to those who did. The aim was to direct as many people as possible to the microsite, which also housed native articles and videos that were edited and curated by the Travel+Leisure India & South Asia's digital team. The campaign has gained 17,000 page views and 120,000 consolidated reach.