V Awards Winners Book 2022 - Flipbook - Page 22
EVENT
Best Destination
Campaign
WINNER
SINGAPORE TOURISM BOARD
SINGAPORE IMAGINE GLOBAL
CONVERSATIONS
Organised by the Singapore Tourism Board (STB),
SingapoReimagine Global Conversations (SRI GC) was
a series of B2B thought leadership virtual forums held
from September 2021 to March 2022. The platform drove
engagement amongst global industry MICE and leisure
stakeholders and business leaders, to collectively
encourage travel to Singapore when travel resumed.
SRI GC sought to reimagine travel for Singapore and the
rest of the world by sparking thought-provoking conversations and sharing authentic stories/ideas that can help
collectively shape the future of tourism. These conversations were anchored by the content pillars of “Reimagine
Experiences” and “Reimagine Sustainability” across
three Forums, one of which was focused on the UK
market and included an in-person event.
More than just another travel webinar; SRI GC incorporated technology (AR tools), data reports and interesting
case studies to deepen audience engagement. Judges
described it as a “highly
professional content-focused campaign”. Focused
around a specially commissioned “Understanding the
New Traveller” post-pandemic travel trends report and
featuring four episodes of video-on-demand (VOD)
content across STB's YouTube, LinkedIn and microsite
platforms, Forum 1 alone received 28 pieces of earned
coverage and top performing paid assets logging 7.3m
views (exceeding key benchmarks by 7 times). An
impressive 87.3% of survey respondents also indicated
that Forum 1 increased their perception of Singapore
positively, as a destination that has reimagined travel.
Highly Commended
Green Route
22
