SINGAPORE – Over the years, Singaporeans have been used to easily taking holidays overseas. But strict travel restrictions have made it difficult for them to do so this year. 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”.
Sentosa – My Island Adventure
Developed by BBH Singapore, the campaign’s hero film presents Sentosa as an idyllic escape, away from the hustle and bustle of the city, and showcases the nature and attractions of the island in a new, magical light where Singaporeans are invited to rediscover their own holiday island.
The idea of Sentosa as an exotic getaway is brought to life through the escapades of an “island boy” exploring the island in his imagination. 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.
Launched on 12 November for a period of six months, the multi-platform campaign extends 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 onsite and virtual elements, insider tours to hidden gems, and attractively priced $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 & 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 locals 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.”
Adeline Siow, Senior Creative, BBH Singapore, 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.”
Credits
Agency: BBH Singapore
Chief Creative Officer: Sascha Kuntze
Group Creative Directors: Janson Choo & 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 & Shawn Chew
Director: Martin Hong
Production Company: Abundant Productions
Music & Audio Production: Fuse Adventures in Audio
Client credits
Client: Sentosa Development Corporation
Chief Marketing Officer: Lynette Ang
Director, Brand, Marketing and Communications: Mira Bharin
Senior Assistant Director, Brand & Marketing: Elaine Quek
