The socially-driven campaign aims to engage busy Singaporean families and encourage them to make time for their loved ones by bringing them on a staycation this June.

Conceptualised by noisycrayons, an affiliate agency of SPH Magazines, the campaign kicked off with a series of teasers that assumed the voice of a family member questioning if another member has time for him. In response, a second tranche of creatives had family members pledge time for each other.

The teasers were deployed over a period of three weeks in May, via the hotel group’s Facebook and Instagram pages, reaching out to more than 70,000 Singaporean families and attracting more than 1,500 interactions from the families.

The second part of the #maketime campaign communicates that Park Hotel Group, with her three hotel properties in Singapore, can help families make time with a special staycation package.

Families are activated online to place bookings for the staycation package on digital and mobile channels including Facebook.

On a custom-built application, families decide to make time by turning an hourglass to uncover thoughtful perks such as complimentary room upgrades, in-room dinners, wines and even the services of personal shoppers and trainers. More than S$1,200,000 worth of perks will be offered to enhance the experience of families who book for a staycation between June and July.

With the campaign, the hospitality group plans to look at social media as a natural platform to build meaningful relationships with families who want to make time and do things together with their loved ones, amid a hectic lifestyle.

“The campaign allows us to develop deeper relationships with our consumers. In working with noisycrayons, we are able to communicate a genuine intention to help the audience meet an ongoing need, and present purposeful solutions.”- Gwen Tan, Assistant Director of Social, Park Hotel Group. 

“At noisycrayons, the team spent a lot of time to dissect the needs of the typical Singapore family who seeks to create memorable, meaningful moments for their loved ones during weekends.

To us, a staycation is more than a hospitable experience in a hotel. It is also about family bonding, and the strengthening of relationships that results from the time spent together.

We are extremely gratified that we can create a campaign that leverages on the client’s steadfast desire for meaningful experiences that foster strong relationships and outcomes for the family. “- Stefan Lim, CEO and Creative Lead, noisycrayons.

The initiative is expected to reach more than 200,000 Singapore families.

Make time and discover love with Park Hotel Group at Staycate.sg!

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Services

• Media buys on platforms with the best fit
• Monitor and optimise campaigns across platforms on the go

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Services

• Communication management on digital platforms (eg Facebook Fan Pages)
• Proactive community engagement
• Brand reputation monitor
• Crisis management
• Customer response and moderation

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Services

• Game-boarding of consumer engagement games and contests
• Visual and interaction design
• Be-spoke development of marketing-driven social applications and games

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Services:

• Audience identification and personification
• Competitive analysis
• Needs assessment and requirements prioritisation
• Creative concepts and design direction
• Digital/Social Media Marketing Roadmap and Implementation Plan

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Education, Experience, and Skills

• Three to five years of feature writing, copywriting and public relations experience
• Fresh university graduates will be considered for junior placements
• Degree in Communications, PR or Marketing
• Experience in online community management and blogging
• Excellent written and oral communication skills

Responsibilities:

• Develop engagement strategy and editorial plan
• Create, facilitate, manage and monitor conversations between brands and customers
• Contribute insights and ideas and effectively communicate project status/challenges
• Research and assess communication methods and share findings with other team members

Attributes

• Flair in content production
• Comfortable servicing client needs and maintaining client relationships
• Self-motivated
• Willing to learn, experiment and grow
• Positive, constructive and willing to work as part of a team

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Education, Experience, and Skills

• Two to three years of Account/Project Management experience
• Fresh university graduates will be considered
• Degree in Technology, Communications, PR or Marketing
• Excellent written and oral communication skills

Responsibilities:

• Think, conceptualize and implement digital marketing campaigns to meet client’s objectives and requirements
• Work with team of designers and developers to conceptualize and deploy web applications on time
• Constantly monitor and report on progress of campaign development to all stakeholders
• Implement and manage project changes and interventions to achieve project outputs
• Provide quality assurance

Attributes:

• Passion in digital marketing
• Ability to create new ideas all the time
• Comfortable servicing client needs and maintaining client relationships – Possess great ability to build rapport and engage client on their requirements
• Ability to communicate in a clear and logical manner
• Meticulous, conscientious and possess a good attitude
• Positive, constructive and willing to work as part of a team

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Conceptualised by digital creative agency, noisycrayons, the campaign builds familiarity about the celio* brand and caters to the style appetites of 25-35 year-old men through a progressive instant gratification strategy that places the desirable rewards (1-min shop-for-free spree, apparels and shopping vouchers) within immediate reach of the men who make a connection with celio* on social media.

The campaign, that is deployed on both desktop computers and mobile devices, features an energetic * that zips haphazardly across screen and the celio* man has 5 seconds to catch the target to be rewarded. The brand is therefore associated with qualities of the go-getter who is always on the move, attributes of the modern celio* man.

The campaign also incentivises brand advocacy by granting the audience additional opportunities to engage and be rewarded when they make successful referrals and activate peers within their social network.

With the campaign, the brand will look to social media as a natural platform to build meaningful relationships and create interactions with Singapore men.

“Socially-driven platforms, such as Facebook, have allowed the brand to take on a more person-able voice and develop more intimate relationships with our consumers. We are working with noisycrayons to develop refreshing concepts to socialise the brand among our audience. celio* Flip represents the 1st stage of our engagement strategy and will see the brand instantly gratifying the audience when they make connections with celio*”, explained Eunice Er, Assistant Marketing Communications Manager of celio* Singapore.

The initiative is expected to reach more than 200,000 Singaporean men between the age of 25 to 35.

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The campaign positions Sands® Cotai Central as the resort that pulsates with life and sensational experiences, night and day.

To showcase world-class hospitality, fine accommodation, amazing live entertainment, exquisite dining and luxury duty free shopping at Sands® Cotai Central, noisycrayons conceptualised Where Imagination Begins, a social-by-design initiative that activates tourists and locals to send greetings that feature a Sands® Cotai Central experience to their friends.

The initiative, that is deployed via a customised application on Facebook and mobile devices, brings the audience through an imaginary journey of great indulgence where wonder and decadence are unleashed at Sands® Cotai Central.

A fan picks a Sands® Postcard, personalises a greeting and invites his friends to join him at the iconic integrated resort to win room stays.

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