


	IFRA XMA Cross Media Awards 2008 projects





	Company: Singapore Press Holdings Ltd
	Project name: SPH-Tourism Australia Cross Media Campaign

	Topical category of the project

	A: Cross media campaigns for individual advertising customers

	General information about the publication

	Singapore Press Holdings is the largest newspaper publisher and media owner in Singapore. Other than its 14 newspaper titles, SPH has spearheaded the Internet business [Asiaone, being the largest news portal/lifestyle porta in Singapore], has ownership of an outdoor advertising company [MediaboxOffice], an events company, and two radio stations [91.3FM & 100.3FM]. In this award submission, there are 3 cross media vehicles utilised in a highly-synergistic way - The Sunday Times Newspaper, Radio Station 91.3FM and AsiaOne Internet.

	Project description

	Tourism Australia wanted to build top-of-mind awareness and recall for Australia as THE holiday destination of choice. Tourism Australia wanted a highly-involved and immersive consumer experience involving a myriad of cross media options.

	The basic idea of the project

	The basic idea of this campaign was to put together a integrated cross media effort designed to best acheive the objectives set as described above. This involved a 3-pronged media thrust involving NEWSPAPERS, RADIO & INTERNET. This campign was designed to increase awareness of Australia as a great holiday destination flaunting interesting off-the-beaten-track experiences. Tourism Australia were interested to reach travellers and potential travellers culled from middle to high-end consumers.

	Used media channels


	Newspaper		Online

	Radio

The implementation

NEWSPAPER was used to project a weekly 12-part Full Page Full Colour "Sponsored Editorial" series. These pages were visually vibrant & colourful. Each part focused on one off-the-beaten-track destination.
RADIO was used to file 'live' programmes from various parts of Australia. Tourism Australia flew our radio DJs downunder to experience the sights and give a first-hand report on air.
INTERNET provided a platform for readers to submit their "creative"entries [done in whatever form] for a contest to win trips to Australia. In addition, the newspaper "Sponsored Editorial" series were further uploaded onto our AsiaOne newspaper portal website.
Special banners and screen grabs were placed on our TRAVEL oriented verticals to drive traffic to the contest pages.
CROSS MEDIA SYNERGIES
The NEWSPAPER described the destinations in an interesting manner.
RADIO personalities experienced these destinations first-hand and filed newsy reports 'live' from Australia.
INTERNET was used to enhance the message further and also as a channel for reader participation.

Image(s)

Instructions_Web_Presentation.pdf (190 KB)

Links

creative.asiaone.com/2008/IA/ifra_IA080625

Project results

Our client Brent Anderson, Tourism Australia's Manager in Singapore has this to say: "The results & response to the campaign have been very positive. Tourism Australia has strong visitor numbers to the website, healthy response to the competition and a good number of voters who supported the participants as well."
We received 203 entries for the contest that was run. Readers had to tell us why they want a holiday in Australia in the most "creative" ways [we received many quirky, zany, and truly out-of-the-box submissions].