HomeSentosa Island Takes Virtual Marketing to New Horizons with Animal Crossing

Sentosa Island Takes Virtual Marketing to New Horizons with Animal Crossing

Sentosa Island marketing campaign shows how travel destination can reach broader audience in the Metaverse.

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Updated: February 28, 2023
Sentosa Island in Metaverse

Sentosa Island in Singapore is one of the world’s most visited tourist destinations, collaborated with creative agency BBH Singapore to launch a unique marketing campaign that would leverage the virtual world of Animal Crossing.

The objective was to keep the brand alive and top of mind during the COVID-19 pandemic and to create a new, fun, and interactive experience for the public.

Sentosa Crossing, created in collaboration with the creative agency BBH Singapore, offers “an island escape without leaving home.”

When exploring Sentosa Crossing in Animal Crossing, the virtual character can enjoy various attractions and activities available in the real-world Sentosa Singapore.

It includes the Skyline Luge, nature trails, beachside yoga, and popular venues like the FOC beach bar and Shangri-La and Capella hotels.

Sentosa Island Yoga

The Campaign–to Recreate Sentosa Island’s Iconic Features Within the Game

Sentosa Island in Singapore is known for its world-class beaches, theme parks, and other attractions that draw millions of visitors annually.

However, with the COVID-19 pandemic, Sentosa Island, like other tourist destinations worldwide, had to shut down temporarily.

BBH Singapore saw this as an opportunity to create a virtual Sentosa Island within the Animal Crossing game. Which had become immensely popular during the pandemic. 

The campaign’s purpose is to recreate Sentosa Island’s iconic features within the game. Also including the beach, the Merlion, and the Palawan Pirate Ship.

BBH Singapore worked closely with the Sentosa Development Corporation to ensure that the virtual island accurately represented the actual Sentosa Island experience. 

The campaign was meant to entertain Animal Crossing players and provide a virtual escape to Singapore’s iconic island, particularly for those who could not travel to the physical island during the pandemic.

Sentosa Island virtual

How Does This Differ From Other Campaigns in the Metaverse?

Sentosa Island is no stranger to innovative marketing campaigns, having launched several over the years. 

However, the Animal Crossing campaign stands out because of its unique use of virtual reality technology. It also launch during the pandemic when travel and tourism were severely impacted. 

The campaign showcased Sentosa Island’s adaptability and willingness to adapt new technologies and platforms to reach audiences. 

By leveraging the popularity of Animal Crossing, Sentosa Island was able to remain relevant and stay connected with its audience even during a time when they couldn’t visit the actual island.

Check out Wee Heng exploring Sentosa Inland Metaverse

How Did the Campaign Perform?

The Sentosa Island campaign was a resounding success, drawing widespread media attention and positive audience feedback. 

Here are some of the campaign highlights:

  • Sentosa Island’s virtual getaway on Animal Crossing received good impressions on social media.
  • The virtual island received many visits within a month of launch.
  • The campaign received significant worldwide coverage in major publications such as Bloomberg, Thrillist, and The Drum.
Sentosa Island virtual pool

What Could Sentosa Island Learn From Other Brand Campaigns in the Metaverse?

Sentosa Island’s Animal Crossing campaign was an ingenious way to keep the brand alive during a challenging time.

The campaign demonstrated the power of virtual reality technology and how it can create engaging and immersive brand experiences. 

Sentosa Island maintained its identity as a fun island destination. While offering a unique and innovative virtual experience that appealed to a global audience.

The campaign’s success is a testament to the power of creativity and innovation in marketing and branding.

As a tourism brand, Sentosa could learn more from other Metaverse campaigns, such as Iceland. The brand created a humorous advertisement using Mark Zuckerberg’s trend video about changing Facebook to Meta.

Sentosa could add more engagement and fun to its users if they add humor relevant to current events to their campaigns as it is relatable to users.

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