Singapore Tourism Board: Justice Bao and The Missing Travel Insurance

The Singapore Tourism Board, a government body, used humorous social media ads and nostalgia to increase awareness of the importance of travel insurance in Singapore.

Campaign details

Brand: Singapore Tourism Board Brand owner: Singapore Tourism Board Lead agency: TBWA\Singapore Country: Singapore Industries: Insurance Media channels: Mobile & apps, Online video, Social media Budget: Up to 500k

Executive summary

This is the story of how the Singapore Tourism Board (STB) successfully made travel insurance a part of popular culture during the Chinese New Year travel peak season.

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