Challenge

Park Regis was centrally located and popular with business travellers, but less well-known among residents looking for a local holiday.

Approach

We understood that busy Singaporeans view staycations as short breaks that do not require detailed planning or extensive travelling, but still desired unique experiences from their stay.

Using insights gathered on top factors and activities staycationers considered when choosing a hotel of choice, we lauched a SGinsiders campaign, which focused on making planning a breeze for guests of Park Regis, no matter what their interests were.

We identified customer archetypes most likely to book a stay at Park Regis, and reached out to business to develop staycation packages that catered to their interests, to craft curated itineraries for their stay at Park Regis. To spread word of how a stress-free staycation truly felt, we invited social media influencers to experience our curated itineraries with their loved ones.

Tapping into our knowledge that Singapore has great food, we also created a Heritage Food Trail that leveraged on Park Regis' location to prominent food spots, providing even more reasons to stay at Park Regis.

‍

‍

Results

• A shift in perception among leisure travellers towards Park Regis as a hotel of choice

• Achieved media coverage worth $550,000