OBJECTIVE: SAVE THE GOLD COAST

Outbound flights from the Gold Coast to Singapore aren't doing well. But the Gold Coast has a huge pool of retirees who would be the perfect  for filling up our Dreamliners. How can we get them to Scoot to Singapore with their friends? 

IDEA 1

INSIGHT

Old people limit their travel options based on their age. But everyone has an inner child. What if we chose where we travelled based on our inner age rather than our 'actual' age?


TRAVEL YOUR AGE

Let people discover their inner age, and encourage them to travel to Singapore based on that age. 

EXECUTION

  1. We set up a booth in public spaces. 
  2. People step into the booth and find their inner age. 
  3. We issue discounts for flights to Singapore based on the different between actual and inner age.
  4. We also give them planned itineraries for Singapore that match their inner age.  
  5. We film these older travellers enjoying the sights and sounds of Singapore and create content pieces, establishing Singapore as a go-to destination for those who want to travel based on their inner age. 

IDEA 2

INSIGHT

Old people don't have social media accounts, so they aren't judged for their lives. Hence, they have no need to live Instagram-worthy lives. But, what if we could get old people to adopt the social media behaviour of youngsters. By allowing them to act young, can we make them feel young? And in doing so, convince them to travel like they were young again.

INSTAGRAN

Get grandparents to live vicariously through Instagram by taking over their grandkid's accounts and travel to Singapore take photos for these accounts. 

EXECUTION

  1. We get prominent Aussie influencers to let their accounts be taken over by their grandparents.
  2. We challenge young people to let their grandparents take over their Instagram accounts. 
  3. All photos taken will be tagged #instagran.
  4. We select the best and send these grandparents on a trip to Singapore for more #instagran photos
  5. We'll craft special Singapore itineraries for these travellers with plenty of Instagrammable moments.
  6. We'll use the #instagran photos of Singapore as assets for a traditional media push to reach older people have not been reached via digital platforms. 

IDEA 3

INSIGHT

Old people don't listen to ads. But they listen to their grandkids.  So, what if we made those kids our ambassadors? What if we convinced those kids that it was in their best interest to push their parents and grandparents to travel to Singapore?

SEND SINGAPORE YOUR PARENTS

Turn kids into our sales team. Get them to convince their parents, grandparents and relatives to travel to Singapore using a specially built sales kit with tongue-in-cheek tips to sell Singapore... and reward the kids when they succeed.

EXECUTION

  1. We create a downloadable sales kit for kids with everything they need to sell their parents on going to Singapore and leave them in charge of housesitting, then reward the one who are successful. 

IDEA 4

INSIGHT

Old people need a safe holiday... but no one wants a boring holiday. What if we could sell them Singapore as a country that was the second safest in the world. 

THE WORLD'S 2ND SAFEST ADVENTURE 

EXECUTION

  1. We create a Survival Voucher series - a booklet of vouchers for activities in Singapore are safe but exciting. Essentially positioning Singapore as a country that's 99% safe and 1% dangerous. 
  2. These vouchers can be converted to print ads, digital banners, and so on. 
  3. We do content films of elderly tourists experiencing Singapore and brand it as the World's 2nd Safest Adventure.
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by lukesomasundram

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Public - 5/30/16, 1:01 PM