Project
Market Representation
Client
Singapore Tourism Board
Target Audience
Australia
The Brief and our Approach
The brief was to provide marketing representative services in Victoria for the Leisure and BTMICE markets for a period of two years. Our goals were to build awareness, consideration, and advocacy of Singapore as a compelling leisure and business destination to increase visitor arrivals to Singapore from Victoria.
Our approach included:
- Engaged leisure and BTMICE contacts with consistent sales calls and sales visits (630 leisure and 125 BTMICE over 2 years)
- Proposed, co-ordinated and hosted key partners agent events including home-based agents ‘cluster’ meetings
- Boardroom training, agent walkarounds and lunch & learn activities with key wholesale partners
- Produced and distributed 435 agent care packs
- Initiated and managed co-operative campaigns
- Participated in co-operative Leisure and MICE updates with airline partners
- Represented at partner and client events, including roadshows and product launches (over 20 events)
The Results
- 4.6% growth in visitor arrivals to Singapore from Victoria in 2019
- Development of a database of 1,347 leisure agents
- 89% Year-on-year growth of the Victorian database and completions of the Singapore Specialist Training and a new monthly EDM newsletter