The World’s Brightest Nights
3 Print, 1 Outdoor Experiential, 1 Social
Client: Singapore
Target Audience: Experienced travelers that are looking for a place with strong nightlife
MAIN MESSAGE: Singapore provides the single most exciting night on Earth
REASON TO BELIEVE: Singapore's nightlife is extremely active with many different activities. There is "traditional" nightlife such as bars, clubbing, karaoke, party buses, etc. Singapore also has many different food markets such as Clarke Quay that are open late and great spots for a late-night meal. Finally, Singapore has a lot of nature that seemingly comes alive at night. Whether that's the Gardens by the Bay tree lighting up or zoos filled with nocturnal animals.
POSITIONING STATEMENT: "The World's Brightest Nights"
Art Director: Cole Meredith
Art Director: Jade Xia
Copywriter: Adam Knode
Digital
Following the Website listed on our magazine, tourists will be brought to the Visit Singapore Web page where the will find our “Light Path” through the city of New York “Portals” that will project live feeds of the most beautiful areas in Singapore.
Outdoor
Portals stationed at various NYC locations that will show live feeds that reflect into parallel locations in Singapore for people to view and explore!
Social
People will take and post photos with the filter with the hashtag #TheBrightestNights with the Singapore Logo. Posting these photos are the key to unlocking the reward at final curved LED Screen in Times Square.
Outdoor
After someone has visited and shared a photo at each site, they will go to the final location in Times Square. There will be mock flight check in kiosk, prompting those with photos at all 3 portal locations to redeem their “Brightest Nights” Singapore Airlines ticket, giving them a physical card with a discount on international flights to Singapore.
