The campaign, which was planned and brokered by Publicis media agency Starcom, kicks off tomorrow with a Singapore special feature in The Independent’s Traveller supplement, printed for the first time in a full colour, high gloss format.
The second tier of the campaign sees another first for the newspaper: a 15-minute video travel guide and eight-minute podcast presented by senior travel editor Simon Calder, available for download online.
Finally, an online photography competition and gallery will give readers the chance to win a trip to Singapore.
Singapore Tourism Board Area Director for North and West Europe Divya Panickar said the aim of the campaign was to shift the perception of Singapore as solely a stopover destination and to showcase its attractions and culture.
This article was first published on Media Week