Singapore Tourism Board: Justice Bao and the missing travel insurance

Singapore Tourism Board, a statutory board under the Ministry of Trade and Industry of Singapore, made travel insurance part of popular culture during the Chinese New Year (CNY) travel season.

Campaign details

Brand: Singapore Tourism BoardAgency: TBWA\ SingaporeCountry: SINGAPORE

Marketing Context

Insurance is often seen as a 'good to have' and not a 'must have' amongst Singaporeans – that is why more than 30% of them regularly travel without insurance. While many travellers treat insurance as an after-thought, it is ironically the most important purchase of the trip, especially when 80% of Singaporean travellers claim to have experienced travel mishaps at least once. Despite choosing to take the risk of travelling without insurance, the first thing that Singaporeans do when they face a mishap is...

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