Far East Hospitality Management (FEH) has launched a year-long consumer campaign called Far More Singapore. The campaign is created by its agency partner Zeno Group Asia.
FEH is partnering with Zeno on strategy, content and engagement across all paid, earned and owned channels for the campaign. This is to increase room bookings and brand affinity in key markets across Asia Pacific. The content-driven integrated marketing campaign aims to showcase how FEH delivers a far more authentic and unique Singapore experience to travellers.
The first phase of the “Far More Singapore” campaign focuses on taste to highlight the diversity and variety of local food. Zeno has developed a content hub, long-form content and a hero YouTube video, starring MasterChef Australia finalist Ben Milbourne and Singaporean YouTube personality Dee Kosh.
Take a look below:
Far East Hospitality’s chief executive, Arthur Kiong, said: “Zeno has a deep understanding of both our vision of delivering Singapore-inspired hospitality as well as our business challenges, astutely demonstrating how they can help us address these challenges through a content-led approach that will differentiate our brand.”
He added that there has been a seismic shift in the travel marketing landscape brought on by evolving consumer behaviour as a result of increasing digital consumption and mobile technology. Hence it was important for FEH to find a strategic partner that not only brought social digital capabilities to the table, but can also help the brand to grow its equity and drive bookings through integrated thinking.
“We are excited and gratified by FEH’s trust in Zeno to craft fearless strategies to attract emerging millennial travellers,” Matt Collette, Zeno Asia’s regional director of planning and innovation said. “This aligns perfectly with Zeno’s own values and enables us to harness our capabilities across multiple platforms to transform the FEH story.”