Staff Reporters
Mar 5, 2018

Dinner tables at this STB event were 6000 km long

Singapore's tourism board hosted a 'virtual' dinner for the arrival of its ‘Passion Made Possible’ campaign down under.

Dinner tables at this STB event were 6000 km long

The Singapore Tourism Board elected for an experiential and experimental option in unveiling its 'Passion Made Possible' campaign in Australia. The board hosted a dinner over 6,300 kilometres between Singaporean and Australian diners.

Guests from each country were treated to a bespoke menu jointly created by renowned chefs Malcolm Lee and Janice Wong from Singapore, and Adam Liaw and Anna Polyviou from Australia. Both meals were hosted at Shangri-La hotels in Singapore and Sydney. 

They then connected virtually through a high-quality video and audio connection to enjoy the meals together simultaneously.

Singapore’s Passion Made Possible campaign was launched in August last year, with separate in-market activations taking place since. The campaign features seven ‘tribes’ of travellers, and based on research STB said it chose the ‘foodie’ tribe theme to launch in Australia.

“Through this unique dinner party, we are bringing Singaporean and Australian foodies ‘together’ to sample specially created dishes by four of the finest chefs in both countries,” said Lynette Pang, STB assistant chief executive.

“This is part of STB’s aim to deliver engaging, different and creative experiences as we roll out the Passion Made Possible brand in Australia.”

More localised activations are planned for more markets globally, Pang said. As of 31 December, the Passion Made Possible campaign had generated total media value of SG$11.3 million (US$8.56 million), with more than 190 million video views and over 3 million social media engagements.  

Source:
Campaign Asia

Related Articles

Just Published

3 hours ago

Why are the majority of AI assistants female?

Meghan Joyce, CEO and co-founder of Duckbill, explores the historical, scientific and technological reasons behind the feminine voices of AI assistants.

3 hours ago

AB InBev moves beyond sponsorships—betting big on ...

Globally, AB InBev invested $7.2 billion in sales and marketing in 2024, focusing on strengthening its mega brands and building brand equity in high-growth markets like India.

3 hours ago

AKQA co-founder Tom Bedecarré dies, aged 69

'Silicon Valley’s favourite ad man' is honoured by friends and colleagues.

3 hours ago

LinkedIn picks network for $97 million global media ...

The appointment follows a closed process across several global markets.