Mission
Plan and execute a three-month long launch campaign for leisure attraction operator Mount Faber Leisure Group to establish the new SkyHelix Sentosa ride as a landmark attraction for locals and tourists.
Outcome
Planning for the launch event had to be scalable and adaptable to account for the ever-changing landscape of safe management measures and border restrictions. Upcycle announced the upcoming launch with a physical/virtual hybrid press briefing in October 2021, which garnered attendance from more than 30 local and regional media. This was followed by a targeted influencer campaign to announce ticket sales and a physical media preview event in December 2021, further supported by a giveaway contest and content on Mount Faber Leisure’s owned digital platforms.
Throughout the three-month launch journey, Upcycle achieved over S$8.3M in total PRV from 708 pieces of coverage, including standalone executive interviews with top outlets including Straits Times, Business Times, CNA, TSL, and Today. As a result of the high local awareness of the attraction and a strong penetration of key messages across the coverage received, SkyHelix Sentosa tickets were sold out for December, with over 10,000 bookings made on Klook.
