Singapore Racecourse is being developed into a unique destination offering sports and lifestyle recreation for the entire community. This will enable enhanced use of the space by a wider audience. There are challenges though - differentiating from the many options already there, motivating people to travel all the way to Kranji, managing potential negative perceptions around misuse of 'green' land and taxpayers' money, etc. How can we create a brand narrative that helps overcome these challenges and position the destination as a must-do in people’s minds?

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“THE GREAT ESCAPE” ONLINE VIDEO SERIES

 

This specially created mini-series is a tongue-in-cheek take on the ubiquitous stress ball – an embodiment of the modern day stresses we all have to face. Fronting fun, short, low-budget style videos, we breathe life to stress balls and follow their (mis)adventures as they escape the daily stress and find relief in the ‘promised land’ of lush greenery.

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“The Great Escape” video series will serve more than entertain the public and increase awareness of the Racecourse Project as a destressing destination. It will also be used to help grow its fan base on social media platforms through a simple quiz contest and a very attractive grand prize.