MAD in Singapore

In India, Singapore was not on the radar as a holiday destination for the entire family. Singapore Tourism Board's challenge was to reposition the way Singapore was perceived - from being a business destination to a family destination. Singapore Tourism Board realised that the best way to influence India's holidaying habits, was to make Singapore a cool destination for children.

So Singapore Tourism Board partnered with POGO's (a top rated India Kids' Network) program MAD (Music, Art & Dance) and its popular anchor Rob, to take the show on location in Singapore in the summer of 2008. After fervent negotiations MAD - the highest rated show in the key Sunday morning time period - was rebranded MAD in Singapore. "MAD in Singapore" kicked off in February with a competition - on-air and on-line - that would give the lucky winners the chance to travel to Singapore with Rob on POGO's 2008 "Summer Special". Six half hour episodes were created, following the kids' adventure-laced journeys. Each show promoted a different aspect of the island city. The episodes aired every Sunday morning throughout May-June, with midweek repeats.

The programme reached 1.3 million children on average each episode. Research following the campaign revealed that 1 in 3 families were pestered by their child to take the family to Singapore. Actual travel to Singapore converted to an overall 9% year over year increase versus the previous summer.