Living in a city-state with fewer domestic tourism options than other countries, Singapore residents have been used to easily taking holidays overseas. But strict travel restrictions have made it difficult for them to do so now. As borders remain largely closed, the idea of a holiday has taken a backseat; replaced by working from home and Covid-19 induced anxiety.
As the brand that encourages people to 'Make Time' for themselves, Sentosa Development Corporation (Sentosa) has launched a new campaign that not only reinforces the importance of taking a break but goes further by asking Singaporeans to 'Make Time for a Holiday'. Located at the southern tip of Singapore and minutes from the city, Sentosa is known as The State of Fun, offering a diverse array of unique nature and leisure experiences, all on one island.
Developed by BBH Singapore
, the campaign’s unexpected approach is most apparent in the hero film that presents Sentosa as an idyllic getaway. Using exotic locations that would appear to be far from the bustling city of Singapore, the campaign reveals a place where you can let your imagination wander, enjoy new adventures or simply relax.
Through the escapades of an 'island boy' exploring the island to its fullest, the film borrows the style of classic musicals and children's films, where a child's daydream takes local audiences on a tour of the island complete with an unforgettable song.
This campaign follows the globally successful 'Virtual Sentosa on Animal Crossing' activation launched by BBH Singapore in May, when Singaporeans were unable to visit the island due to the restrictions in place and the island was brought to them virtually. Now that the island is open, it is being presented in all its glory; ready for Singaporeans to 'Make Time' when it is needed the most.
Launching today, the six-month long multi-platform campaign extends to social, digital and OOH channels. It will directly support Sentosa’s landmark campaign to encourage locals to 'Make Time for a Holiday', with over 50 diverse new offerings to be rolled out progressively. Themed around Island Life, Heritage Discovery, Wellness Escape, and Nature Adventure, the offerings feature hybrid leisure experiences that integrate on-site and virtual elements, insider tours to hidden gems, and SGD $100 holiday packages, amongst others.
The launch of the campaign comes after Sentosa commissioned a survey
in August 2020 to examine how the Covid-19 pandemic has impacted locals’ views and attitudes towards leisure time, as part of efforts to understand and anticipate the needs of Sentosa’s guests.
Mira Bharin, director, brand, marketing and communications, Sentosa Development Corporation, said: “Our recent survey has shown that 56% of Singaporeans have not used their annual leave to take time off for themselves which is not ideal from the perspective of the stress we have all gone through this year. Our objective is to present Sentosa as the ultimate getaway for Singaporeans who are in need of a break but unable to travel overseas, leveraging our unique proposition as Singapore’s own holiday island. We have therefore launched a range of free and attractively-priced offerings to encourage locals to 'Make Time for a Holiday', while rediscovering new gems safely in Sentosa.”
Senior creative, BBH Singapore, Adeline Siow, added: "With the impossibility of traveling overseas, there was an opportunity for us to present Sentosa as a magical island far from Singapore; with inspiration derived from old tourism ads and musicals. Our audience is already familiar with Sentosa’s attractions and offerings, so the boy’s journey is one of rediscovery, as we invite visitors to come along and see the island in a different light.”
Agency: BBH Singapore
Chief Creative Officer: Sascha Kuntze
Group Creative Directors: Janson Choo and Khairul Mondzi
Creative Director: Omar Sotomayor
Senior Art Director: Kenneth Foo
Senior Copywriter: Adeline Siow
Business Director: Ross Henderson
Account Director: Manavi Sharma
Account Manager: Shu Li Tan
Head of Strategy: Rebecca Ash
Senior Strategist: Zoe Chen
Agency Producers: Joshua Tan and Shawn Chew
Director: Martin Hong