Following the Singapore Tourism Board’s (STB) latest launch of 3D billboards in five major cities across the world, YouGov’s latest analysis shows that Singapore is the most considered destination among Shanghai residents who have seen the campaign.
As the display of these 3D billboards finished by late March, YouGov’s latest study reveals that around a third of residents of Jakarta (36%) and Mumbai (31%) say they recall seeing advertisements promoting Singapore as a travel destination in the past two weeks – the highest percentage among the five cities targeted by STB in this phase of the DOOH campaign.
Meanwhile, about a fifth of Shanghai residents (21%) are aware of Singapore travel advertising in the past two weeks, but less than a tenth of New Yorkers (6%) and Londoners (3%) remember seeing any Singapore travel ads recently.
Despite the awareness, residents of each city were also polled on whether they heard something about Singapore as a travel destination recently, either positive or negative.
Among those residents who were aware of recent campaign, about three-quarters in Jakarta (75%) and Shanghai (72%) presented positive impressions. A majority of Mumbai (69%) and New York (59%) residents indicate the same, but fewer than half of Londoners (45%) say they have heard positive news about Singapore. Fewer than 5% of residents from the five markets say they have heard something negative about travelling in Singapore.
Data from YouGov also reveals how consideration for Singapore as a leisure travel destination compares with other places, among residents in each of the targeted cities who have seen Singapore travel ads.
Singapore is the most considered holiday destination overall among ad-aware residents in Shanghai, ahead of Japan and Macau in East Asia and New Zealand in Oceania. It is also the most considered overseas vacation spot in New York, after the US territories of Hawaii and Saipan.
In Mumbai, Singapore is the second most considered leisure travel destination – after Dubai in the United Arab Emirates – and is the second most considered overseas holiday destination in Jakarta – after Japan, and the local islands of Bali and Lombok.
Meanwhile, Singapore is the eighth most considered leisure travel destination among ad-aware residents of London, and the second most considered vacation spot in Asia after Indonesia’s Bali island.
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The launch of the 3D billboards came as part of STB’s global campaign “Made in Singapore”, which aims to invite the world to Singapore and experience where the ordinary is made extraordinary. This also aligns with STB’s commitment to being a “Passion Made Possible” destination brand.
The 3D out-of-home billboards shed light on some of the country’s unique and multifaceted offerings and provide a whimsical take on three iconic Singapore experiences, brought to life in New York, London, Shanghai, Mumbai and Jakarta. The billboards will also be launched in Ho Chi Minh in April and Manila in May.
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