In 2017, the Singapore Tourism Board unveiled its new destination brand, “Passion Made Possible,” reflecting the destination’s aspirational ethos and broad appeal. To showcase this new brand identity, we produced a creative campaign to change British and German travelers’ perceptions of Singapore as a stopover destination, while increasing bookings and length of stay.
With the Louvre, Cannes, and Bordeaux all within a relatively short distance, who could blame French travelers for never leaving their country. As it turns out, however, the French have so much vacation time (40 days a year on average according to our research), that they have time to explore their beautiful country and the rest of the world. With so many vacation days, we decided to compile some insights from our recent study on that shed light on how they use their vacation time to help you reach and influence French travelers.