Singapore Tourism Board: Why Gamble With Your Holiday?

The Singapore Tourism Board employed a multi-faceted campaign, based on a 1990s TV drama, to convince Singaporeans that travelling without insurance was risky.

Campaign details

Brand: Singapore Tourism Board (STB)Brand owner: Singapore Tourism Board (STB)Lead agency: TBWA\SingaporeContributing agencies: Zenith SingaporeCountry: SingaporeIndustries: Destinations and locationsMedia channels: Content marketing, Online video, Social mediaBudget: Up to 500k

Executive summary

For Singaporeans, travel insurance is perceived as a ‘nice-to-have’ rather than a ‘must-have’ – many do not see travelling without it as an issue. Thus, the Singapore Tourism Board (STB) needed to shift this mindset and persuade Singaporeans that travelling without insurance is risky and should be avoided at all costs.

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