Britain targets travelers with OOH campaign

• Britain targets Singapore travelers
• Outdoor campaign at City Hall MRT
• Zenith handles media duties

Singapore - VisitBritain, Britain's national tourism agency, and AirAsia have teamed up to launch a new outdoor campaign at City Hall MRT station.

City Hall's central platform has been decorated with striking red advertisements promoting Britain as an attractive holiday destination as well as the cheap AirAsia flights on offer.

According to the associate director of marketing for SMRT Media, Ken Long, the campaign kicked off in late February and will end in mid-March - coming at a time when Singaporeans need a boost to get traveling again after having their spirits dampened by the economic downturn.

"These media spaces are ideal spots as large volume of commuters congregate at the central platform to wait for train arrivals," Long said.

"This spot at City Hall is the busiest cross-section and it makes great use of the available space."

Zenith is the local media agency involved in the campaign though Long said the creative work is out of the UK.