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STB's 3D outdoor play in Shanghai delivered **38%** consideration lift among high-income residents; conversion data due February.
38-point
consideration lift among Shanghai residents who noticed its 3D…
12-point
lead over second-place Tokyo
21 days
in December
SGD 18 million
to the five-city buy
The Singapore Tourism Board logged a 38-point consideration lift among Shanghai residents who noticed its 3D billboard campaign across five global cities, according to YouGov post-flight analysis released this week. The outdoor activation, deployed simultaneously in Shanghai, New York, London, Tokyo, and Sydney, used volumetric LED screens to simulate immersive Singapore scenes—Marina Bay waterfalls, hawker steam, Gardens by the Bay canopy flyovers—at high-traffic intersections. Shanghai ad-aware respondents reported Singapore as their most considered next destination, a 12-point lead over second-place Tokyo.
The campaign ran for 21 days in December, timed to Southern Hemisphere summer and Chinese New Year early-booking windows. STB committed an estimated SGD 18 million to the five-city buy, with Shanghai's Nanjing Road and Jing'an Temple sites accounting for roughly 30% of total spend. The 3D format—naked-eye volumetric displays requiring no headset—cost 2.4 times standard digital-out-of-home rates but delivered 68% longer dwell time and 41% higher brand recall in YouGov's eye-tracking cohort. STB worked with Wunderman Thompson Singapore on creative and Kinetic Worldwide on media execution.
The Shanghai data matters because China remains Singapore's largest inbound tourism market by spend per capita. Mainland Chinese visitors accounted for SGD 3.8 billion in tourism receipts in 2019, the last pre-pandemic benchmark, with Shanghai and Beijing travelers spending an average SGD 2,100 per trip versus SGD 1,400 for the broader Chinese cohort. Post-reopening figures through November 2024 show Chinese arrivals at 74% of 2019 levels, with Shanghai originating 22% of total Chinese visitor volume. The consideration gap STB now owns in Shanghai translates directly to forward bookings in Q1 and Q2 2025, when Chinese demand typically softens after Golden Week.
What luxury hospitality operators and brand allocators should watch: STB plans to extend the 3D format to Hong Kong's Causeway Bay and Seoul's Gangnam District in March 2025, with a rumored SGD 9 million allocation. Marina Bay Sands, Raffles, and Capella properties are expected to layer co-branded offers into the awareness wave STB has created. Cathay Pacific and Singapore Airlines are negotiating joint tactical campaigns to capture Shanghai consideration before summer travel planning begins. Allocators should monitor January credit-card booking data from UnionPay and Alipay—early indicators of whether consideration converts to committed spend.
The YouGov study surveyed 1,842 Shanghai residents aged 25-54 with household income above RMB 300,000 annually. STB has not released conversion-rate data linking ad exposure to actual arrivals, but the board's CEO told *Marketing Interactive* that forward hotel bookings from Shanghai rose 19% week-over-week in the campaign's final week. That figure will firm by late February when Q1 arrival statistics close.
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