TOURISM SINGAPORE

BRIEF

To tie in with their latest marketing ad, Made in Singapore, The Singapore Tourism Board were launching an integrated campaign across earned media and social. The aim being to build awareness and talkability for Singapore and drive familiarity of the extraordinary and innovative experiences that Singapore has to offer.

As part of the campaign, they wanted to explore working with Tom Kerridge to visit the county and showcase unfiltered yet unexpected and extraordinary views of Singapore. They required him to visit the country for three days, create a suite of Instagram and TikTok assets and participate in media interviews.

BEYOND VALUE

It was a challenging brief as the budget was in flux, so the fee that talent was initially approached with was no longer available. Beyond used our relationship and negotiating skills to keep the talent engaged and onboard despite the reduced fee.