Using segmentation and personalisation to promote Singapore as a stand-alone destination for UK travellers
STB wanted to encourage more UK visitors. But it faced challenges in terms of increased competition for travellers facing consumer spend squeeze.
To address these issues, STB wanted to promote Singapore’s uniqueness as a destination.
Epsilon helped STB reach and engage relevant audiences, driving qualified traffic to its website and delivering against the campaign’s performance goals. The strongest-performing audience segment achieved a click-through rate 22% above plan, demonstrating the impact of a more targeted approach.
Beyond digital engagement, Epsilon was also able to connect campaign exposure with real-world outcomes. By analysing the relationship between people exposed to the campaign and subsequent visitors to Singapore, Epsilon identified more than 12,000 visitors who had been exposed to the campaign.
The campaign gave STB a stronger understanding of its audience segments and demonstrated the value of a more tailored, data-driven marketing approach, helping the organisation build greater relevance and awareness in a highly competitive tourism market.