Using segmentation and personalisation to promote Singapore as a stand-alone destination for UK travellers
As international travel continues its post-pandemic recovery and returns to its previous growth trajectory,STB wanted to take advantage of this positive market sentiment and encourage more UK visitors. But it faced challenges in the marketplace in terms of increased competition for the post-pandemic traveller in an environment where consumer spend is getting squeezed.
To address these issues, STB wanted to promote Singapore’s uniqueness as a destination.
With a target click-through rate and an engagement goal to drive qualified traffic to the STB website, Epsilon delivered this campaign
benchmark, with the best-performing audience segment achieving a CTR 22% above plan.
Additionally, when analysing the correlated data between users exposed to the campaign and those actually visiting Singapore, Epsilon measured over 12,000 visitors to Singapore who had exposure to the campaign.
As a result of the campaign, STB test-bedded a more tailored marketing approach to better understand their market segments, which remains important in a competitive market when creating top of mind awareness amongst consumers.