CAAS and Qais ‘Explore Paradise’ successfully

Singapore - The Civil Aviation Authority of Singapore's (CAAS) Terminal 3 online media campaign by Qais Consulting has yielded over 50,000 clicks as well as an average banner click through rate of 0.66% - compared to the 0.20% industry average - over five weeks.

The online media campaign was part of the ‘Explore Paradise' campaign to promote the upcoming launch of T3 which included a microsite, and rich interactive banners allowing visitors to discover T3 through guided virtual tours, downloads, and contests. It launched on 24 August while big portal buys ended on 30 September and search media and smaller sites will continue to run until January 2008.

The online media campaign was the primary traffic driver to the microsite, and consisted of rich media ads on regional media properties such as Yahoo, MSN, Google, AsiaRooms, Lonely Planet, Channel News Asia and Newsweek.

"The objective of the online media campaign was to make a big splash and announce Terminal 3 to as large an audience as possible. The over-achievement is a result of great creative and topical messaging combined with effective media placements, in the most relevant online media channels," Mark Newton, VP of Digital Media for Qais Consulting said.