Singapore Tourism Board was the worthy winner of the Best Destination Campaign category at this year’s V Awards for its Virtual SingapoReimagine Global Conversations project. We check out the winning entry to find out what made it stand out…

 Organised by the Singapore Tourism Board (STB), SingapoReimagine Global Conversations (SRI GC) was a series of B2B thought leadership virtual forums held from September 2021 to March 2022. The platform drove engagement amongst global industry MICE and leisure stakeholders and business leaders, to collectively encourage travel to Singapore when travel resumed.

SRI GC sought to reimagine travel for Singapore and the rest of the world by sparking thought-provoking conversations and sharing authentic stories/ideas that can help collectively shape the future of tourism. These conversations were anchored by the content pillars of “Reimagine Experiences” and “Reimagine Sustainability” across three Forums, one of which was focused on the UK market and included an in-person event.

More than just another travel webinar; SRI GC incorporated technology (AR tools), data reports and interesting case studies to deepen audience engagement. Judges described it as a “highly professional content-focused campaign”.

Focused around a specially commissioned “Understanding the New Traveller” post-pandemic travel trends report and featuring four episodes of video-on-demand (VOD) content across STB’s YouTube, LinkedIn and microsite platforms, Forum 1 alone received 28 pieces of earned coverage and top performing paid assets logging 7.3m views (exceeding key benchmarks by 7 times).

An impressive 87.3% of survey respondents also indicated that Forum 1 increased their perception of Singapore positively, as a destination that has reimagined travel.