Singapore F1 heads outdoors

• Singapore GP leverages SMRT
• Part of integrated campaign
• Creative from VMOS

Singapore - With the Singapore F1 quickly approaching at the end of September, Singapore GP is leveraging on the power of outdoor media as part of an integrated campaign to advertise the sporting spectacle.

To launch this year's entertainment line-up within the circuit park and to hype up the race weekend activities, Singapore GP has tapped into SMRT Media and the creative work of agency Valuable Member of Society (VMOS).

The media platforms in the SMRT network include four sheet posters at City Hall, Raffles Place, Tanjong Pagar and Bugis MRT stations. The platform at City Hall (pictured) features a countdown digital clock, while advertising on the train is also prominent. Woodlands station has beam stickers, Tampines station features a media wall and Boon Lay has pillar wraps to also target the heartland.

"We wanted to portray the ambience within the Marina Bay Street Circuit Park, highlighting the entertainers who will be performing this September. Naturally, working with multiple third parties, working within a tight deadline as well as a non-conventional environment has its challenges. Nevertheless everyone who worked on it pulled through and delivered a high impact creative," Jasmine Gan, marketing manager of Singapore GP, said in a statement.

The campaign runs up until September and also includes print, radio, cinema, TV, buses and taxis, online search marketing and social media marketing.

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