Singapore Tourism Board: #IsThisEvenSingapore
Introduction
Singapore was boxed in as a family-only, been-there-done-that stopover for Indian travellers. Among India's under-35 segment, the fastest-growing and highest-lifetime-value outbound cohort, it carried zero edge. STB needed to break a 15-year-old perception with a generation that ignores destination advertising.
Services
Brand Strategy
Influencer Marketing
The Insight
You don't reposition a destination with a campaign. You reposition it through people the audience already trusts. We mapped five youth subcultures and cast a creator native to each.
Our Solution
We created Is This Even Singapore, a first-of-its-kind flagship social campaign for Singapore Tourism Board featuring 21 creators throughout 2025, across high-volume subcultures including Cricket, Hip Hop, TV Entertainment and, of course, Travel. Notable creators included DIVINE, Karan & Tejasswi, Devdutt Padikkal, Kashika Kapoor and more. The campaign generated massive engagement, reaching over 145 million people through immersive, nationwide creator-led content and contests, and building an engaged community of 2000+ Indian creators on Instagram @IsThisEvenSingapore.
BUSINESS IMPACT
- +18% — YoY growth in Indian arrivals to Singapore
- 31% → 39% — Share of under-35 travellers from India
- +24pts — "Youth-relevant" brand perception
- 750+ assets created | 175M+ reach | 190M views | 3.58% campaign-wide ER
