The Brief:
Singapore airlines (SIA) had taken delivery of some long distance planes, that could now fly Singapore to New York direct. They wanted to launch this exciting new route with great fanfare. Their ambition was to:
● Go beyond static text/images on their website
● Share the exotic tourist experiences of Singapore with New Yorkers and vice versa
● Really go off the beaten track to share "local" locations that the average travel guidebooks miss.
● Have content that highlights activities across all 24 hours of each day
The Solution:
XM Asia concepted a dynamic Flash microsite that sat above the CMS-controlled website. It contained all the relevant facts and details relating to routes, schedules, seat classes, fares, and offers. The spice that we added was:
● Inside information on some of the more unique experiences for the more adventurous traveler
● Large galleries of expert and crowdsourced, image, video, and audio files
● Professionally written reviews from a truly local "insider": perspective.
● Time-specific content that changed as daytime shifted towards nighttime
● A simple CMS allowing expandable and updatable content to keep the site refreshing, interesting and current.
● Full user control of the content
● Downloadable and printable travel guides featuring all the site's content
My role:
I dived into the project as copy editor, researcher and copywriter. With a decent collection of my own photography in both cities, and a talented network of other photographers, I compiled a large compilation of quirky and moody shots. I also worked with a pool of travel journalists, writers, and bloggers, to suggest a final list of locations to cover. I wrote all of the functional content for the site as well as 80% of the location pieces. The rest I commissioned to my professional writing team.
Copy samples for "Singapore Senses":
INDULGE
Killiney Kopitiam
To get the real flavour of a place, a good rule of thumb is to eat where the locals eat… even if it means getting off the beaten track. Killiney Kopitiam is a Singapore breakfast institution. Who would have thought that a simple snack of hot Columbian Arabica coffee, brewed in the traditional Hainanese style, and thick, charcoal-toasted kaya bread (a delightfully sweet coconut milk-based jam) could inspire such reverent whispers amongst those in the know? Refreshingly unpretentious and gently abuzz even at this early hour, you’ll find it the perfect way to wake up in the tropics.
EXPLORE
Fort Canning Park
The early morning sun’s reflections sparkle on the surface of the Singapore River below me and the blissful twitter of birds beckon from the vast and verdant canopy above. In the historical heart of Singapore, Fort Canning has been the private preserve of Singaporean Sultans, British Governors and Japanese Generals. It now offers the secrets of its past to all. Take your time to explore the grandeur of its colonial architecture, savour its scented spice gardens and clamber through its clandestine network of military tunnels. Finally, relax with a refreshing gin and tonic in the gloriously refurbished Fort Canning Country Club at the foot of the hill.
INDULGE
House of Peranakan Cuisine
It was as if my jaded taste-buds had been given a new lease on life. Each succulent mouthful introduces an explosion of exciting flavours I have neither experienced… nor even imagined. The lavishly appointed House of Peranakan Cuisine is regarded as the pinnacle of this delightful and dizzying blend of Chinese and Malay culinary culture. Peranakan cuisine represents a truly authentic Singaporean eating experience, combining exotic local ingredients such as chilli, lemongrass, belachan (a spicy shrimp paste), lime, tamarind, coconut and galangal (a peppery ginger variant). Take a tip: order small servings of as many dishes as you can. And savour each one between sips of cleansing iced lime juice.
DELVE
The Indian Goldsmith Shops
The shimmer of intricately crafted jewelry catches my eye at every turn. And this is despite the constant distractions of vibrant fabrics, flowery garlands, the musky waft of spices and incense, and the incessant banter of the bustling crowds. Amongst the ornate temples of Little India you find a treasure trove of precious gems and hand-crafted gold at prices that seem too good to be true. Lively competition and strict government guidelines assure that what you see is what you get. You can even haggle for a better price or insist on an independent evaluation. The only thing you can’t afford to do is leave empty handed.
INDULGE
Original Sin
If Singapore represents the culinary melting pot of Asia, then Holland Village is the melting pot of Singapore: the epicenter of its epicurean delights. An oddly compelling aroma emanates from a distinctly Mediterranean looking establishment. It draws a broad range of enthusiastic parties of local gourmands. Original Sin offers a dizzying display of Greek, Italian, Spanish, Middle Eastern and North African delights. Equally varied and impressive is its wine list. I actually order and devour my first two courses before I realize this is a strictly vegetarian restaurant. What more wonderful way to have your previous prejudices shattered! I leave fully sated, feeling healthier… and happier.
EXPLORE
The Esplanade
Tonight must be my lucky night. On the waterfront at the Esplanade, WYRED, a local jazz/funk/blues trio, are playing. A lively and knowledgeable crowd urges them on. The strikingly innovative architecture forms the hub of Singapore’s ever burgeoning and sophisticated arts and cultural scene. There’s always something going on – attracting an eclectic mix of artists and performers from around the globe, enthusing locals and tourists alike. Across the river, Centro is positively pulsating. Elegantly dressed groups, couples, and singles are chatting and dancing the night away. The night is full of promise.
IMBIBE
Bar SaVanh
It’s almost midnight and, reclining languidly on an original opium bed, I’m feeling dreamy -- as if I have been transported back in time as well as space. Bar SaVanh takes its name for the Khmer word for Heaven and, surrounded by carved Buddhas, intricate friezes, and exquisite weavings, this might be as close as you’ll get in Singapore. The gentle clink of cocktail glasses and ice cubes overlays the trickling waterfall and the murmur of intimate conversations. A soothing fusion of eastern and western rhythms keeps time with the flickering light of the headily scented candles.
