Ctrip aimed to increase brand visibility and understand consumer travel habits in Singapore through an interactive travel quiz developed by SPH Magazines, which reached 5.1 million individuals across various digital platforms. The quiz engaged over 15,000 participants in two months, employing visual elements and email marketing strategies to boost completion and open rates. SPH Magazines provides access to a premium audience and ensures brand safety by associating advertisements with high-quality content.

1. COPYRIGHT © 2017 SPH MAGAZINES PTE LTD. CO. REGN. NO. 196900476M.
ALL RIGHTS RESERVED. You may not reproduce, modify, adapt, translate, publish, display, communicate, transmit, broadcast,
podcast, webcast, distribute, sell, trade or exploit for any commercial or other purposes, any portion of this document without
SPH Magazines’ permission.
+

2. Objective
A new entrant to the Singapore market, Ctrip wanted to
create awareness among consumers and increase
brand visibility in an engaging manner, while gaining
insights into their travel habits.

3. Campaign Strategy
SPH Magazines created an interactive travel quiz which ends with a
recommended travel destination for the reader.
This was deployed across 13 digital editions and their online platforms,
together with an email marketing programme, aggregating a reach of:
5.1 Million

4. Execution
To maximise completion rates, we kept the quiz short with plenty of
visuals to engage the participants.

5. Execution
DIGITAL ONLINE
Interactive
Interstitial
Skinning Leaderboard
Medium Rectangle Skyscraper
The quiz was marketed through various formats across our digital and
online platforms.

6. Execution
Email marketing programme implementing a drip process to maximise open rates

7. The Impact
Over 15,000 people completed the quiz
over a period of 2 months.

8. The SPH Magazines Advantage
PREMIUM
audience
We connect you with 7.5M
discerning consumers who
are highly-engaged with our
award-winning content.
Research shows that they
are also among the most
affluent in their respective
markets and prepared to
spend.
ANY TIME,
ANY WHERE
With 360 consumer touch
points spanning our print
and digital magazines,
websites and on-ground
events, we are able to
reach busy consumers
wherever and whenever.
Rapid
SCALABILITY
Through our audience
networks, we are able to
amplify and optimise your
campaign with the
convenience of a single
creative and media
contact.
Guaranteed
BRAND SAFETY
Your brand messages
will appear alongside
our enriching and safe
content, further building
your brand reputation in
potential consumers’
minds.
Interested to see how the SPH Magazines Advantage can work for your brand?
Contact us for a discussion.