Far East Hospitality uncovers SG hot spots in FOOH campaign

Singapore-based hospitality operator Far East Hospitality (FEH) has unveiled its latest fake-out-of-home (FOOH) video campaign titled "Experience Singapore, your way".

In collaboration with global marketing agency TEAM LEWIS, the campaign aims to engage a new generation of travelers and explore new frontiers with two themed videos to highlight the company's various offerings through larger-than-life brand elements. 

Seven of FEH's properties are featured across the two videos, each embodying a unique perspective on Singapore-inspired hospitality. The campaign aims to position FEH properties as a gateway to uncovering the city in ways that resonate with each traveler’s style and aspirations, from serene retreats to vibrant cultural encounters.

Don't miss: Are FOOH ads pushing creatives to reimagine their boundaries? 

The first video titled “A modern take on heritage” highlights The Clan Hotel Singapore, Village Hotel Katong, and The Barracks Hotel Sentosa.

In the video, a life-sized tea ceremony can be seen in The Clan Hotel as the teapot pours out hot tea from its spout. 

The Clan Hotel was featured as it combines modern luxury with Singapore's rich heritage. Similarly, the tea ceremony was chosen to connect guests with Singapore’s cultural roots while offering contemporary comforts, reflecting the brand’s commitment to honouring tradition in a modern setting. 

The video then shows a rainbow road covering Village Hotel Katong, with graphics of Peranakan-inspired flowers sprouting from the top of the building. 

Village Hotel Katong aims to highlight the country's Peranakan heritage. The vibrant colours and intricate flower art aim to embody the bold spirit of the Peranakan culture, immersing guests in the lively energy of the Katong area.

Lastly, the video introduces William the Bear, Far East Hospitality's mascot, waving o viewers while standing at The Barracks Hotel Sentosa.

The Barracks Hotel Sentosa aims to highlight a tranquil retreat with historical roots. William the Bear was chosen as a mascot to represent the hotel’s approachable take on history, giving guests a memorable connection to the past while enjoying modern amenities. 

In tandem, “Modern day travels”, the second video of the series, showcases various activities that today’s travellers enjoy. The video features Quincy Hotel Singapore, Rendezvous Hotel Singapore, Vibe Hotel Singapore Orchard, and Oasia Hotel Downtown.

In the video, an oversized suitcase is seen rolling into the lobby of Quincy Hotel, aiming to symbolise a journey filled with purpose and meaningful experiences. It also reflects Quincy’s focus on offering guests the tools for a fulfilling, adventure-packed stay.

Next, a butterfly wall can be seen transforming into a vibrant live canvas, symbolising the endless possibilities for discovery, creativity, and inspiration in the surrounding area. Rendezvous Hotel Singapore aims to highlight a celebration of creativity and exploration, located in the heart of Singapore’s arts and heritage district.

In addition, Vibe Hotel Singapore Orchard is aimed at the modern explorer. The iconic "V" serves as a symbol of a welcoming retreat, providing a comfortable space to unwind after a day of discovering the bustling city, reflecting Vibe’s spirit of exploration and relaxation.

Lastly, the video shows the Oasis Hotel Downtown being transformed into a nature-inspired waterfall. The tranquil, nature-inspired spaces at Oasia Hotel Downtown were chosen to reflect Oasia’s focus on wellness and rejuvenation and its commitment to providing a peaceful sanctuary in the heart of the city, offering guests an escape from the urban hustle in a calm, soothing environment.

The videos were released across FEH's social media platforms, including Facebook, LinkedIn and Instagram. 

MARKETING-INTERACTIVE has reached out to TEAM LEWIS for more information. 

FOOH ads have been all the craze in recent years. In December last year, industry experts MARKETING-INTERACTIVE spoke to said that the new technology has opened new doors for creative possibilities and expanded horizons.

In conversation with MARKETING-INTERACTIVE at the time, Joyce Gan, partner and group client services director at Fisherman said the rise of FOOH ads and its format has allowed creatives to take more risks and push boundaries in their work.

Chew Guo-You, managing director of This is Tommy agrees, adding that "It’s akin to how CGI in the animation changed the game for how screenwriters could write riskier, grander scenes. Creatives now have the possibilities of reimagining how they can tell a brand’s message."

Most recently, Starbucks Singapore unveiled a FOOH campaign introducing its new menu items as part of its "Shiok-ah-ccino" campaign. 

As part of the campaign, Starbucks transformed Singapore's central business district and iconic tourist attractions into a dynamic stage. In one FOOH video, the Starbucks outlet located near Marina Bay Sands saw the two new drinks landing on its roof. A character named Merlion Bearista is then seen entering the frame, jumping for joy, and heading into the store. 

In another FOOH video, Merlion Bearista erupts from the Singapore River, holding each of the new drinks in its hand. Merlion Berista then splashes water into the screen using its tail. 

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