Singapore Tourism Board: Singapore Festival in Yangon

After a successful first edition on Bogalay Zay Street in 2018, Singapore Tourism Board returned to Yangon with Singapore Festival 2020: a weekend garden party bringing curated art, music, retail and food, including Michelin-awarded chefs, to Myanmar audiences.

A festival is a short, expensive moment. To justify it the event had to work as a destination story, building anticipation before the weekend, dominating attention during it and leaving Myanmar consumers and media with a fresh picture of Singapore's culture and creativity afterwards.

Ruder Finn Era treated the festival as a three-act communications campaign rather than a single event. The team created the festival branding and then planned distinct stories for before, during and after the weekend.

In the run-up, a media preview offered sneak peeks through a video shot with all the participating chefs, artists and brands, and a pop-up at Junction City put the festival in front of Yangon's shoppers. Content was tailored by strand, so music, food, art and retail media each had their own angle.

During the festival the team managed media attendance and arranged one-to-one and exclusive interviews with the Singapore talent, turning the participants themselves into the story.