"48 Hours" in Singapore

Wednesday 19 May 2010 12:30 BST

Objectives: Educating travellers about new products and experiences. Inspiring them by showing them destinations within the country. Showing them the unique and diverse experiences you can enjoy.


The intention of this campaign is to show how diverse and unique Singapore is by taking the reader on a non-stop visual and audio journey with one of the most well-known and respected broadcasters and journalists within Travel today, Simon Calder.

The Independent is uniquely placed to reach the target audience of ABC1 leisure traveller with a minimum annual income of £50k. Making use of the full value of our travel brands we could offer a comprehensive package including a stand-alone glossy Traveller supplement, podcast, vodcast and online competition.

Singapore Traveller - Adventures in Asia’s island city-state

We created a bespoke 16 page, full colour, glossy Traveller focussing entirely on Singapore. This followed the look and feel of the standard Traveller Magazine, a 24-page magazine that sits within the Independent on Saturday.

This will be the first time a Traveller Special Edition has been printed as glossy and in full colour.

The “Singapore Traveller” follows the editorial layout and uses the regular features of the Traveller, allowing Simon Calder and the Independent’s team of travel writers to explore the diversity and uniqueness of Singapore in a luxurious format.

Vodcast – “48 Hours” in Singapore

We created a 15-minute vodcast where Simon explores his favourite parts of Singapore in a “48 Hours” format. The “48 Hours” format is the flagship feature of The Traveller giving a great overview of the best places to visit, stay and see. By developing this feature as a vodcast we will be creating a media first for The Independent with which Singapore Tourism Board can be associated.

The vodcast reflects the content of the printed version of 48 hours that appears in the special edition.

Travel Podcast

A 5-minute audio guide exploring the diverse and rich landscape of Singapore including voxpops and interviews. Simon Calder’s journey begins at the atmospheric Grand Station Hall of Singapore station, at the end of the line through South East Asia. In this vibrant, chameleon city, Simon chats to the city’s top tourist guide to learn the origins of the cultural division of land and how human nature took over to bring communities together, as well as picking up some tips on how not to offend the locals!

The guide will be hosted on www.independent.co.uk and be made available for use on the client’s website and any partner websites


The Singapore branded microsite sits on The Independent website and features editorial from the 24-page supplement and the 48 Hours vodcast. The site is live for 6 weeks and is promoted by especially designed skys and banners.

To encourage readers to interact with the website we created a message board where readers can put in their favourite places and tell us about their inspirational visits to Singapore. The website also promotes the photographic competition with terms and conditions and email details.


Online Messageboard: ‘Share Your Insights into Singapore”

This will be an educational editorial piece highlighting the range of activities that Singapore has to offer in terms of Nature, Culture, Nightlife, Food and Wellness.

In order to engage the audience, we will have a message board, which will appear at the end of the editorial posing the question “What have we missed?’ Users will be asked to send in their experiences and advice on where and what else Singapore has to offer as a travel destination. This will engage users that have previously visited Singapore as well as those who are contemplating.

Photo Gallery

The Independent will produce an online photo gallery, where users will be able to send in their photographs, which embraces the concept of ‘Where Worlds Meet.’

Our users will choose the top 10 photographs via an online voting system. These will then appear in an online gallery. The overall winner of the competition will be chosen by Simon Calder and will also feature in The Traveller.


Annie Geraghty

Head of Travel

Tel: 0207 005 2296

Mob: 07796 246 813

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