When Tourism Western Australia partnered with popular everyday superapp, Grab, to entice Singaporeans to win their dream Western Australia escape, they were not expecting such a rush of entries. The competition has already seen many of the prizes snapped up with a month still to go on the campaign, proving that Western Australia’s popularity with the residents of Singapore is higher than ever. Further cementing this fact is the news that Singapore is now the number one international source market into Western Australia.
Up for Grabs were three holidays to Western Australia including flights and three nights’ accommodation, each valued at $3,200; ten Scoot flights to Perth; and 30,000 vouchers for $88 off Scoot flights to Perth. While the top prizes have already been Grabbed, you can still win thousands of vouchers for $88 off flights to Western Australia. To win, you just need to be amongst the first 30,000 people to make 12 Grab transactions. You can also find out more about travelling to Western Australia at https://www.cheaptickets.sg/australia/western-australia/perth
There are also additional chances to win by going to Tourism Western Australia’s microsite (https://www.wathedreamstate.com/) to answer trivia questions and discover fun facts about Australia’s largest state. This gamification element of the campaign has seen players far exceed the organisers’ expectations and shown that Singaporeans already have a good familiarity with Western Australia, although the tourism body is using the campaign to push out new destinations further afield than Perth, the Margaret River and Ningaloo Reef, which Singaporeans know and love.
As part of the campaign, 50 Grab vehicles have also been wrapped in colourful Tourism Western Australia imagery to drive the message about the state’s spectacular attractions and experiences, with in-vehicle displays where riders can snap a QR code for their chance to win.
The 360-degree campaign also social media ads, influencer activations, and outreach via EDMs, with Grab being a strategic media partner that reaches millions of Singaporeans per week. The Ride to Fly campaign cleverly uses gamification, in-car displays, in-app advertising, feed and push notifications, Instagram, KOL media kit drops and online advertising across omnichannel touchpoints to drive awareness and position Western Australia front-of-mind for Singaporean travellers and deliver bookings. The Grab campaign is being run simultaneously with the launch of Tourism Western Australia’s new Walking On A Dream brand, which is currently being seen around Singapore on out-of-house displays, and online, helping to keep position Western Australia as a dream destination, just a short flight and yet a world away from Singapore.
Singapore residents already love Western Australia, as evidenced by Singapore being the state’s largest international inbound market, and the campaign was designed to remind Singaporeans of everything special about the destination.
Less than five hours’ flight from Singapore and in the same time zone, Western Australia is one of the most exciting destinations for Singaporean travellers, offering majestic landscapes, ancient Indigenous stories, cute creatures and fabulous food and wine. A land of natural wonders and supernatural contrasts, vivid colours and rare experiences, this promotion will drive awareness and desirability for the state, while encouraging Singaporeans to step outside their everyday and into a dream.
Ava Ang Country Manager of Tourism Western Australia said, “Singapore is an important market for Western Australia and this partnership with Grab will help to increase awareness of the wonders of Western Australia for Singaporeans who are dreaming about their next vacation.
“While you are stuck in traffic or heading to your next meeting, we hope to inspire you to imagine the freedom and flavours of Western Australia, the friendly quokkas, star-studded skies, magical marine life, boundless beaches, unspoilt coastline, and fiery sunsets just a short flight away,” Ava said.
Since launching in 2012, Grab has become Southeast Asia’s leading superapp, helping millions of people across the region eat, shop, ride, pay and more every day. Each of these interactions represents an opportunity for brands such as Tourism Western Australia to engage and influence real consumers.
“One in two Grab users say they plan to travel in the next 6 months[1] – and that when traveling, they seek out local experiences,” said Dave Yang, head of regional sales and GTM, GrabAds. “We’re thrilled to partner with Tourism Western Australia to help these high value travellers discover and fall in love with everything the state has to offer.”
*Grab in-app survey targeting active Grab users in Singapore, Malaysia, Philippines, Thailand, Vietnam, and Indonesia. Number of users surveyed per country are: Singapore: 727, Malaysia: 1750, Philippines: 1494, Thailand: 3142, Vietnam: 613, Indonesia: 2320.
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