1. Singapore profiling as a progressive and Vibrant City state
Primary Goal
The primary goal was to profile Singapore, people, culture and achievement(s) to
portray Singapore as a progressive and vibrant city state ; one of the Asia most livable
cities which is highly integrated racially , friendly to all lifestyles , offering an
international-class work and family environment and rich culture of pursuit of excellence
in all walks of life.
Objectives:
 High impact media coverage in print and online media to drive positive message
 To position Singapore as a thought leader in areas of excellence (sustainability,
transportation, cleanliness water management, etc.) and to reiterate its global
standing
 To increase the buzz around the “quality of life” in Singapore – its cosmopolitan
lifestyle , its multicultural society and its vibrant environment for all age groups
Program Tactics:
 Multi-level media targeting - at the editor level, as well as the beat level
 Pre-seeding and pitching of story ideas with target media on positive
developments that further the program objectives
 Quarterly media tours to build and cultivate long standing relationships (with tier
1 media editor level)
Social media Program
 With a view to creating buzz around the life and opportunities in Singapore for
online audience via digital channels and social media platforms - prominent
social media commentators and bloggers were engaged to deliver the message.
Influencer program:
Prominent Indians working in Singapore were identified and contacted to participate in
the program; they were leveraged as spokespersons/endorsers for media interactions to
deliver the message of the campaign
Some of the key influencers which were engaged during the program are mentioned
below:
 Piyush Gupta – CEO, DBS Bank – Singapore

2.  Sanjeev Sanyal - Deutsche Bank's Global Strategist and is widely regarded as
one of Asia's leading economists.
 AP Gopinath - Chief Transportation Engineer of Singapore
 Dr. Srinivas K Reddy - Director, Centre for Marketing Excellence, Singapore
Management University
Result:
 Over 200 stories appeared in first two months, after the campaign was launched,
in print and online media.
 Singapore was positioned as a thought leader in areas of excellence like water
management, waster management, sustainability, transportation, and
cleanliness.
 Indian media started strongly recommending Singapore as a role model, for India
metropolitan cities