Financial Times x Singapore Tourism Board (STB)

Bringing the boom to business tourism

The Brief
The goal was to bring MICE to Singapore. Not the furry sort – more the suit and tie, gowns and gloves variety. Yes, we’re referring to Meetings, Incentives, Conferences, and Exhibitions (MICE). 
The Work

To attract business tourism to our island nation, we had to start with “why”. Why us, why now? To do so, we developed and conceptualised persuasive articles that captured Singapore’s outsized impact on key global sectors, from financial services to agrifood.

The Results

An aesthetically pleasing, well-researched microsite that collated top voices and insights to make a clear case for why Singapore should be – and, indeed, is – a preferred destination for business tourism.