Digital Spring were chosen to activate a campaign for the Singapore Tourism Board, showcasing the hidden gems of Singapore.
Mr & Mrs Smith was the perfect publisher for this content led solution, and Digital Spring managed the build of an editorial hub featuring articles focused on Nature, Culture, Cuisine, Style and Nightlife.
The content was supported with page takeovers across competitor destinations on Mr & Mrs Smuth, as well as page takeovers on other travel focused site, High50.
Great British Chefs also carried display advertising to tie in with the Cuisine theme. The activity was also amplified to the Mr & Mrs Smith audience with a standalone editorial email.
The campaign saw an uplift (vs previous year) in Singapore hotel bookings (63%), in spend (150%) and length of stay (56%); which was an unprecedented rise. The campaign also achieved excellent CTR across all placements.
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