Singapore Tourism Board: Passion Made Possible in Myanmar

Singapore is a short flight from Yangon and a familiar destination, which was exactly the problem. Among Myanmar travellers the city was seen as expensive, business-like and offering little beyond the obvious attractions, a been there, done that place rather than one worth a repeat visit.

Singapore Tourism Board wanted an insight-led, integrated communications plan for Myanmar, and an agency able to run every online and offline media channel. The brief was to shift that perception while encouraging both first-time and returning visitors.

Ruder Finn Era began with interviews and research into how Myanmar people, and the Myanmar community living in Singapore, actually thought about the destination. That work shaped a strategy of profiling the lesser-known Singapore, framed by the destination promise of Passion Made Possible.

The centrepiece was a weekends campaign: an influencer-led initiative that showed the very different weekends a Myanmar traveller could have in Singapore, from food and art to neighbourhoods and nightlife, making the case that there is always something new to do.

Around it the team built year-round relationships with traditional and online media, influencers, editors and producers, so that Singapore stayed present in Myanmar's travel conversation well beyond individual campaign bursts.