The Great Bay Fiesta by The Show Master Marketing Campaign

Our Approach

Creating A Digital-First
Online-to-Offline Integrated Marketing Campaign

Challenge

To increase brand awareness and engagement while increasing ticket sales and footfall at all of The Show Master's Carnivals.

The Story

The Show Master, which is the Creative Experiential Division of Uncle Ringo, organised The Great Bay Fiesta as part of the Marina Bay Singapore Countdown 2023. With the aim of delivering unparalleled experiences, The Great Bay Fiesta pushes the boundaries of traditional show experiences. Our challenge was to create a compelling marketing campaign to promote The Great Bay Fiesta and drive visitors to the event, along with two other carnivals held during the 2022 holiday.

Our Approach

Phase 1:
Conseptualisation

The Show Masters' carnivals, rides, and games have always been a source of joy, bringing out the inner child in all of us. Our team has crafted a powerful campaign message, #InnerChildAwaits, that resonates with young adults, families with young children, and those who are nostalgic. This showcases the brand's ability to awaken the inner child in everyone. To effectively reach these target segments, we have developed a digital-first strategy for an online-to-offline campaign that leverages an integrated marketing approach. Along with TikTok and Instagram-focused user-generated social media content marketing, we have amplified the campaign through influencer marketing and guerrilla activations.

Phase 2:
PR Seeding &
Media Kit Design

We collaborated with WhiteLabel PR to distribute media kits to over 100 influencers to boost awareness of The Show Masters' carnivals. Leveraging on influencers' reach via TikTok and Instagram, an authentic buzz was created around the brand, inspiring others to join in on the fun.

To create an even more personal experience, our 'Little Show Master' personally delivered some media kits, which helped to increase virality and promote our campaign messaging. Our strategy, including the distribution of media kits, guerrilla marketing, and a media preview event, inspired influencers to share information about the upcoming carnivals. This ignited curiosity and increased anticipation as their followers saw updates on social media platforms.

Media Kit Design

To bring the essence of The Show Master’s carnivals into the homes of the influencers, the kits were created to reflect a whimsical and dreamy mood – perfectly depicting the mood of carnivals happening during the holiday season.

The top hat in the kits infuses a sense of mystery which brings forth the brand personality of The Show Master. The musical carousel is a symbol of the carnival and also a nostalgic item that everyone is familiar with. The Media Kit comes with The Golden Ticket and a trifold brochure to illustrate what is in store for the influencers. Completing the kit with snowflake confetti and fairy lights, it creates a playful, yet dreamy sight to behold.

Phase 3:
Influencer Management and UGC

To ensure that our influencer marketing strategy effectively reached our target audience, we collaborated with lifestyle influencers to appeal to young adults, and parent influencers to target families with young children.

During the media preview event, we extended the power of user-generated content (UGC) and influencer marketing by partnering with paid influencers and encouraging other attendees to share their experiences online.

This resulted in genuine excitement and organic interest around the carnivals on TikTok and Instagram, inspiring our target audience to participate in the carnival, share their experiences on social media and tag the event brand. By engaging with our target audience on a personal level, we were able to increase our reach and create a memorable and shareable experience for everyone involved.

Phase 4:
Content Production &
Amplification

As part of our social media effort to create excitement and boost engagement, we came up with fun ideas like giveaways and guerilla activities that sparked conversation and sharing on social platforms. These tactics helped us connect with our audience, making the experience of interacting with our brand truly unforgettable.

Featured Work

@the_showmastersg PSA: Share this with your friends and gain free entry to the Great Bay Fiesta! 🎟️ (all black caps, bucket hats are accepted!) #TheShowMaster #TikTokSG #Fyp #Christmas #mbs #TheGreatBayFiesta #SGCarnival #marinabaysands #thingstodoinsg #sg ♬ original sound - XVX

@the_showmastersg This Christmas, The Show Master is here to bring max entertainment to everyone, from 1st Dec 2022 to 1st Jan 2023. Get your tickets now! 🥳 #TheShowMaster #TikTokSG #Fyp #Christmas #SGCarnival #TheGreatBayFiesta #Orchard #orchardroad ♬ original sound - Stan 🙂

@the_showmastersg Tag someone you want to spend Christmas with! #theshowmastersg #sgcarnival #innerchildawaits #fyp #fypsg #thingstodoinsg #marinabaysands #orchard #ngeeanncity #sunteccity ♬ original sound - ci