Promoting Chinese Opera in Singapore

Our team’s partnership with Learning Development Resources saw us developing a marketing campaign for their local subsidary tourism brand, Locomole. More specifically, our team was tasked to promote Chinese Opera in Singapore to Indonesian tourists.

In the process of designing a user persona, our research saw us visiting the Chinese Theatre Circle. Our efforts culuminated in a 3-step strategy, with each step featuring a corresponding collateral. All 3 collaterals feature a call to action to download Locomole’s mobile application:

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1. Poster
Used as an introduction by drawing parallels between Chinese Opera and traditional Balinese dances, like Legong.

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2. Video (20s)
Aims to develop appreciation by showing users a glimpse of what goes on behind the scenes.

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3. Infographic
Aims to guide interested users to take action, going on a curated 1-day tour featuring various Chinese Opera related attractions, with locations for Halal food choices. The tour ends at the heart of Chinese Opera in Singapore - the Chinese Theatre Circle.