Singapore's Customer Service Reputation: 'Can You Serve?' Season Two - Making Service Matter
Fredrik Sarnblad
Campaign details
Brand owner: Singapore Tourism BoardBrand: Singapore's Customer-Service ReputationAgencies: BBH Asia Pacific, Active TV, MECCountry: SingaporeChannels used: Branded content, Internet - general, Outdoor, out-of-home, Social mediaMedia budget: 1 - 3 million
Executive summary
The Singapore Tourism Board (STB) saw a causal link between the quality of the country's customer-service standards and its attractiveness as a tourism destination. Consequently, customer service was an area of strategic focus. Previously, the STB had relied on a...