AccorHotels has unveiled the “Singapore Start Over” campaign, a social campaign produced in conjunction with the Singapore Tourism Board (STB), which tells the story of a traveller, Tristan Voros, who returns to Singapore for the best travel experience reimagined. Released as a series of three webisodes across the group’s YouTube and social media channels, the video-driven story is supported by multiple-format content told from different perspectives and collected in a dedicated website www.sgstartover.com
Conceptualised as part of STB’s inaugural Marketing Innovation Programme (MIP), the campaign centres on the belief that the people you meet on your travels and the memories you bring home influence your entire travel experience. AccorHotels collaborated with its agency partners Dentsu x Global and iProspect, as well as Canon and DJI Mavic Air, to surprise and delight Tristan, an avid video blogger from Canada, to help him experience Singapore in a new light.
“Our guest passion has made AccorHotels a leader in our sector, while our ambition to create the hospitality of the future is what drives us to adopt an open approach to innovation,” said Mr Garth Simmons, Chief Operating Officer at AccorHotels Singapore, Malaysia and Indonesia. “Not only did the MIP grant allow us to address a real business need, but it gave us the opportunity to approach destination marketing with boundless imagination and deliver a heart-warming yet genuinely entertaining story of rediscovering Singapore through its people.”
The MIP was launched as part of STB’s new marketing strategy to support and amplify innovative marketing campaigns that experiment with new ideas and push the boundaries of traditional marketing. AccorHotels’ idea was among three winning campaigns chosen for their creativity, innovativeness, potential to drive tourism outcomes and feasibility. Each marketing campaign received a dollar-for-dollar award of up to $300,000 to amplify its distribution.
To further encourage travellers to rediscover Singapore, participating AccorHotels are offering free breakfast and daily dining or spa credits during the Unlock Singapore promotion. Package rates start from SGD 113++ per night for bookings until 31 January 2019. For more information, visit this page.
To see the Lion City through Tristan’s eyes, watch the “Singapore Start Over” unfold at www.sgstartover.com