Sentosa - "My Island Adventure"

BBH Singapore

BBH Singapore Singapore, Singapour

18340

Marque: Sentosa
Pays: Singapour

Annonceur: Sentosa Sandsation

Titre	My Island Adventure
Agence	BBH Singapore
Campagne	Make Time For A Holiday
Annonceur	Sentosa Sandsation
Marque	Sentosa
Date de première diffusion/publication	2020 / 11
Secteur d'activité	Destinations (Pays & Lieux)
Slogan	Make Time For A Holiday
Philosophie	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 & 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. Launched on 12 November 2020, 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.
Type de média	Digital
Longueur	93 seconds
Responsable de la création	Sascha Kuntze
Directeur de création groupe	Janson Choo
Directeur de création groupe	Khairul Mondzi
Directeur de création	Omar Sotomayor
Senior Art Director	Kenneth Foo
Senior Copywriter	Adeline Siow
Business Director	Ross Henderson
Directeur de clientèle	Manavi Sharma
Responsable de budget agence	Shu Li Tan
Head of Strategy	Rebecca Ash
Senior Strategist	Zoe Chen
Producteur, agence	Joshua Tan
Producteur, agence	Shawn Chew
Réalisateur	Martin Hong
Maison de production	ABUNDANT Productions
Music/Sound Production	Fuse Adventures in Audio
Chief Marketing Officer (CMO)	Lynette Ang
Brand Marketing Director	Mira Bharin
Responsable de la publicité (annonceur)	Elaine Quek