The Brief

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.

The Results

Planning had to be scalable and adaptable to take into account the ever changing landscape of safe management measures and border restrictions. UC launched the campaign with a physical/virtual hybrid press briefing that saw over 30 local and regional media attending. This was followed by a targeted influencer campaign to announce ticket sales, a preview event and further supported by owned digital platforms through a giveaway contest and content which resonated with the campaign message – Take It To The Next Level.

From pre-opening to post-opening, Upcycle secured over 10 executive interviews with top outlets including ST, BT, CNA, TSL, and Today.

Achieved over 1.7 billion impressions, SGD $8.3M in total PRV and 708 pieces of pre-opening and opening coverage in under four months.

There was also high local awareness of the property and a strong penetration of key messages across the coverage received.
Tickets were sold out for December, with over 10,000 bookings made on Klook.

1.7 billion impressions

under four months