CATEGORY:Travel/Airlines
REGION:India
DATE:Feb 2008 - Jul 2008
In India, Singapore was not on the radar as a holiday destination for the entire family. Singapore Tourism Board's challenge was to reposition the way Singapore was perceived - from being a business destination to a family destination.
Singapore Tourism Board realised that the best way to influence India's holidaying habits, was to make Singapore a cool destination for children.
So Singapore Tourism Board partnered with POGO's (a top rated India Kids' Network) program MAD (Music, Art & Dance) and its popular anchor Rob, to take the show on location in Singapore in the summer of 2008.
So Singapore Tourism Board partnered with POGO's (a top rated India Kids' Network) program MAD (Music, Art & Dance) and its popular anchor Rob, to take the show on location in Singapore in the summer of 2008.
After fervent negotiations MAD - the highest rated show in the key Sunday morning time period - was rebranded MAD in Singapore. "MAD in Singapore" kicked off in February with a competition - on-air and on-line - that would give the lucky winners the chance to travel to Singapore with Rob on POGO's 2008 "Summer Special". 
Six half hour episodes were created, following the kids' adventure-laced journeys. Each show promoted a different aspect of the island city. The episodes aired every Sunday morning throughout May-June, with midweek repeats.
The programme reached 1.3 million children on average each episode. Research following the campaign revealed that 1 in 3 families were pestered by their child to take the family to Singapore.
Actual travel to Singapore converted to an overall 9% year over year increase versus the previous summer.
1 comment:
Vacation in Singapore is always a dream. I am planning a solo Singapore trip want to have a idea about all the places that i can visit. I found great Singapore tour packages here ,even this can be helpful
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