T+L ads storm Raffles Place MRT

Singapore - The Tomorrow Group has launched a large-scale creative execution in Raffles Place MRT station, as part of the advertising campaign for Travel + Leisure Southeast Asia, a travel magazine.

Four floor mats with travel images, measuring 4 x 9.30 metres each, and five large pillars cover about 190 square metres of advertising space.

"We wanted to create an effect of immersion," Stefan Ronnquist, group managing director of The Tomorrow Group, said. "SMRT Media was very helpful to develop this, and no magazine has ever made a larger creative concept in the MRT."

Apart from the placements at the MRT station, a tram poster has been placed in Hong Kong, and a campaign website www.yourtravelandleisure.com was developed for the campaign.

Marketing covered Travel + Leisure Southeast Asia's first online campaign developed by The Tomorrow Group on 11 April 2008.

Since the launch of the creative concept at Raffles Place MRT station on 28 April, the website's traffic doubled on 5 and 6 May, after the Labour Day break on 1 May. The creative placements will be up till 8 May.