EQ meets AI: Marketing Singapore through experiences

Low Lai Chow

How Singapore Tourism Board is using data to make its marketing smarter.

Emotional intelligence and artificial intelligence are closely intertwined, as Singapore Tourism Board’s chief technology officer Quek Choon Yang recently observed at Adobe Experience Makers Live.

The human touch is vital – and critical – to Singapore’s tourism industry. “It’s important to strengthen this emotional connection to delight visitors instead of taking these intimate experiences away,” he said in his keynote at the event.

Such is the thinking behind experimental marketing efforts like the recent re-creation of Singapore’s island resort attraction Sentosa in Nintendo’s popular simulation video game Animal Crossing: New Horizons. Even as the attraction shut its doors to visitors...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands