Orchard Road Business Association

The Challenge

With the ease of travel restrictions and reopening of borders in multiple countries, people were eager to travel. The problem: with so many destinations opening up for Christmas, our competition was literally the rest of the world, with Christmas attractions all across the region and globe eager to secure tourism dollars and footfall.

The Strategy

To welcome Singaporeans and overseas fans back to Orchard Road, we turned every touchpoint along the entire street into an immersive magical experience: non-stop events, incredible shopping deals, exclusive promotions on hotel and dining, interactive engagements and on-ground entertainment.

The Execution

As the first-ever eGSS, we provided consumers with a variety of engagements ranging from an in-app game to interactive eCatalogues to ensure an exciting and fresh experience at every touchpoint.

Regional Promotion

GDN and YouTube ads were used to reach the region, inviting both local and overseas travellers to come and partake in the celebrations on Orchard Road.

Microsite

On our digital platform, we welcomed Singaporeans and overseas fans to join us on Orchard Road, highlighting the wondrous deals that they could enjoy.

Newspaper

A full-page ad in The Straits Times shouted out the exciting experiences and Yuletide rewards that people could enjoy — only on Orchard Road.

LampPost Banners & Glass Panels

And along the streets of Orchard Road, we heralded the season of joy and festive fun. Callouts invited pedestrians to experience the 3D and augmented reality Christmas video projections via app.