Tag: experiential marketing

Creating Great Experiences at Universal Studios Singapore

February 27th, 2012   •   2 comments   

Battlestar Galactica @ Universal Studios Singapore

On a recent study trip to Universal Studios Singapore (USS) at Resorts World Sentosa (RWS), I had the privilege of learning how the theme park – arguably the most popular in Southeast Asia – creates, develops and manages memorable and delightful guest encounters. While these strategies do not cover all aspects of a world class theme park’s operation, they do form an important component of their visitor experiences. These help to trigger positive word of mouth and generate repeat visits.

Extensive and Immersive Theming
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Are Travel Fairs a Good Way to Sell Holidays?

February 7th, 2012   •   4 comments   

In the hypercompetitive travel trade in Singapore, merely putting together a compelling itinerary with an attractive price isn’t sufficient. With a plethora of online travel portals like Expedia, Travelocity, Zuji and Wotif muscling into their space, brick and mortar travel agents need to find new ways to differentiate themselves. With the help of online travel service providers, consumers are booking airline tickets, selecting hotel rooms, renting cars, arranging land transfers, and even making reservations for restaurants and shows in advance.

While some players like MISA Travel have gone on to develop a more e-commerce savvy website, others such as ASA Holidays have organised full-fledged trade fairs to showcase their various offerings. Together with other big outbound tour operators like CTC Travel and Chan Brothers, ASA Holidays is pre-empting the upcoming NATAS Travel Fair with their own pre-sales event (I told you it was competitive). 

Are these travel fairs successful?  Well, join me for a tour of ASA Holidays’ recent fair at Suntec City and decide for yourself.
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The Role of Showmanship in Marketing

December 25th, 2011   •   no comments   

On a recent visit to Takashimaya Shopping Centre for Christmas shopping, my family visited their highly popular basement food mall area looking for gift ideas.

Amidst the festive air, I noticed that there were many stalls offering gourmet food items for sale where the delectable pastries and candies were made ‘live’ by chefs.
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Conversational Capital: Book Review

November 29th, 2011   •   no comments   

Article first published as Book Review: Conversational Capital by Bertrand Cesvet on Blogcritics.

By now, many would’ve heard of buzz and viral marketing, experiential marketing, and the art of conversational marketing. Many would have also learned about three key marketing ideas: creating a Purple Cow, pushing an idea over the Tipping Point, and the almost religious need to use social media in marketing.

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Dinosaurs Live! at Singapore Science Centre

November 19th, 2011   •   3 comments   

Dinosaurs-Live!
Tina and Ethan posing next to an animatronic Apatosaurus

“Roar, Growl, Hiss, Grr, Screech and Scream!”

Welcome to the world of the fabulous dinosaurs (also known as the “terrible lizards”) at Dinosaurs-Live!, a recently opened exhibition at the Singapore Science Centre.  Happening from now til 26 Feb 2012, the exhibition showcases almost 50 life-sized dinosaurs, reptiles and other prehistoric creatures brought realistically back to life by awesome animatronics.

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Technology in Museums – Some Surprising Findings

August 11th, 2011   •   no comments   

I couldn’t believe my eyes when I read this 2009 article in Museum Audience Insight on how technology is actually preferred by older museum visitors to younger ones. Have a look at the chart below:


Courtesy of Museum Audience Insight

According to their findings of visitors to Outdoor History Museums,

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The Science of Excellent Exhibitions

December 30th, 2010   •   no comments   
Creating Exhibitions @ Science Centre

As the importance of 360 degree immersive marketing grows, companies should consider curating and choreographing experience-rich physical environments in their retail outlets. A good way to do so would be putting up 3D exhibition displays that help to augment and enrich the overall experience of one’s customers.

In this regard, the Singapore Science Centre can be considered one of the leaders of the craft. Attracting more than a million visitors a year, the Science Centre offers education, enrichment and entertainment all under one roof. As part of the PS21 EXCEL Learning Journey, I had the benefit of understanding how the Centre – considered one of the best in the world – goes about creating, developing and implementing an exhibition.
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Changi Airport Goes Christmassy

December 28th, 2010   •   no comments   

Experiential Marketing @ Changi Airport
Royal purple is the colour this Christmas!

As I’ve highlighted in an earlier post three years ago, Singapore’s Changi Airport is well known for embracing experiential and immersive elements in its onsite marketing. Occupying a sprawling complex of buildings covering four terminals, the airport has concertedly marketed and promoted itself not only as a gateway to the world but a retail and dining destination for locals.

Experiential Marketing @ Changi Airport
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Ship Ahoy! Aboard the Legend of the Seas

November 23rd, 2010   •   7 comments   


Courtesy of MaritimeQuest

At the kind invitation of Omy.sg and Royal Caribbean Cruise, I had the chance to glimpse into the jetsetting – or rather seafaring – lifestyles of the rich and famous on board the “Legend of the Seas”. It was a novel and eye opening experience considering the number of things one can do on board (you can check out the virtual tour here too).

Inaugurated on 16 May, 1995, the sizable passenger liner could take a full load of 2,074 passengers. Measuring close to 300 metres and weighing in at almost 70,000 tonnes (some of those in Europe are twice as heavy), the massive cruise ship provides endless entertainment through indoor and outdoor facilities like a rock-climbing wall, outdoor pool and jacuzzi, miniature golf course, bar and lounges, glass-walled dining rooms, a mini shopping mall and a casino (of course).
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Why Facebook Hasn’t Killed Face-to-Face

August 29th, 2010   •   no comments   

P1130051
Social technologies and networks have driven demand for meet-ups like Social Media Breakfast

One of the greatest misunderstandings about the rise of social media platforms is that it will replace the need for being physically present at places and events. After all, it is far cheaper contacting somebody via Twitter, Internet Messaging, Facebook or Skype than to meet them in the flesh.

Now that social technologies have gone mobile, your iPad, iPhone, android or symbian smartphone allows you to plug in and participate in conversations 24 by 7. Need richer levels of interaction? Simply get a mobile broadband device or tether your 3.5G phone to your laptop and you can share documents, wikis, blog posts, presentation slides, spreadsheets and more.
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