What were the objectives of this campaign?

• Create awareness and buzz prior to the opening of T3
• Engage the target audience and drive traffic to the T3 microsite
• Communicate to the target audience about T3's opening and its unique design
• Publicize the T3 Open House

Who was the target audience?

Singapore residents, travelers, the Changi Airport community and travel trade industry from the diverse markets of Singapore, China, India, Indonesia, Australia and the United Kingdom

Why AsiaRooms?

AsiaRooms delivered a contextually relevant environment in order to reduce wastage and get the message out to travelers within the Asia-Pacific region

Was there a mix of other mediums other than online and why?

Online media was the primary driver.  Print ads ran with the URL, but this was not the primary message of the print campaign.

Did this campaign meet objectives? In what way?

Yes.  The objective was met by reaching out to the appropriate target audience with minimal wastage.  In addition, the banner CTR performed above the industry average