<commit_before><!DOCTYPE html>
<html>
<head>
    <meta charset="utf-8">
    <meta http-equiv="X-UA-Compatible" content="IE=edge,chrome=1">
    <meta name="HandheldFriendly" content="True" />
    <meta name="viewport" content="width=device-width, initial-scale=1.0" />

    <title>YourSingapore.com</title>
    <meta name="description" content="" />
    <link href="//fonts.googleapis.com/css?family=Noto+Sans:300,400,700" rel="stylesheet" type="text/css">
    <link href="//fonts.googleapis.com/css?family=Noto+Serif:400,700,400italic" rel="stylesheet" type="text/css">
    <link href="//netdna.bootstrapcdn.com/font-awesome/4.0.3/css/font-awesome.css" rel="stylesheet">
    <link href="//www.agency-showcase.com/themes/mirum/assets/css/style.css?v=1.0.0" rel="stylesheet" type="text/css">
    <link href="//www.agency-showcase.com/themes/mirum/assets/css/animate.min.css?v=1.0.0" rel="stylesheet" type="text/css">
    <link href="//www.agency-showcase.com/themes/mirum/favicon.ico" rel="shortcut icon">
    <link rel="canonical" href="http://www.agency-showcase.com/2015/09/20/YourSingaporecom.html" />
    
    <meta property="og:site_name" content="Mirum Singapore Agency Showcase" />
    <meta property="og:type" content="article" />
    <meta property="og:title" content="YourSingapore.com" />
    <meta property="og:description" content="Client: Singapore Tourism Board Project: YourSingapore.com 2014 Revamp The Challenge The deluge of information sources for travel planning and the ease of technology in facilitating sharing have resulted in National Tourism Organisations (NTOs) such as Singapore Tourism Board (S..." />
    <meta property="og:url" content="http://www.agency-showcase.com/2015/09/20/YourSingaporecom.html" />
    <meta property="og:image" content="https://cloud.githubusercontent.com/assets/14326240/9954318/a7d367cc-5e1a-11e5-971a-3d4d6093ad8d.jpg" />
    <meta property="article:published_time" content="2015-09-19T16:00:00.000Z" />
    <meta property="article:modified_time" content="2015-10-16T04:46:47.131Z" />
    <meta property="article:tag" content="STB" />
    <meta property="article:tag" content="sitebuilt" />
    <meta property="article:tag" content="mobilesite" />
    <meta property="article:tag" content="aem" />
    
    <meta name="twitter:card" content="summary_large_image" />
    <meta name="twitter:title" content="YourSingapore.com" />
    <meta name="twitter:description" content="Client: Singapore Tourism Board Project: YourSingapore.com 2014 Revamp The Challenge The deluge of information sources for travel planning and the ease of technology in facilitating sharing have resulted in National Tourism Organisations (NTOs) such as Singapore Tourism Board (S..." />
    <meta name="twitter:url" content="http://www.agency-showcase.com/2015/09/20/YourSingaporecom.html" />
    <meta name="twitter:image:src" content="https://cloud.githubusercontent.com/assets/14326240/9954318/a7d367cc-5e1a-11e5-971a-3d4d6093ad8d.jpg" />
    
    <script type="application/ld+json">
{
    "@context": "http://schema.org",
    "@type": "Article",
    "publisher": "Mirum Singapore Agency Showcase",
    "author": {
        "@type": "Person",
        "name": "<NAME>",
        "image": "https://avatars.githubusercontent.com/u/14326240?v=3",
        "url": "undefined/author/undefined",
        "sameAs": null
    },
    "headline": "YourSingapore.com",
    "url": "http://www.agency-showcase.com/2015/09/20/YourSingaporecom.html",
    "datePublished": "2015-09-19T16:00:00.000Z",
    "dateModified": "2015-10-16T04:46:47.131Z",
    "image": "https://cloud.githubusercontent.com/assets/14326240/9954318/a7d367cc-5e1a-11e5-971a-3d4d6093ad8d.jpg",
    "keywords": "STB, sitebuilt, mobilesite, aem",
    "description": "Client: Singapore Tourism Board Project: YourSingapore.com 2014 Revamp The Challenge The deluge of information sources for travel planning and the ease of technology in facilitating sharing have resulted in National Tourism Organisations (NTOs) such as Singapore Tourism Board (S..."
}
    </script>

    <meta name="generator" content="Ghost ?" />
    <link rel="alternate" type="application/rss+xml" title="Mirum Singapore Agency Showcase" href="http://www.agency-showcase.com/rss" />
    <link rel="stylesheet" href="//cdnjs.cloudflare.com/ajax/libs/highlight.js/8.4/styles/default.min.css">
</head>
<body class="post-template tag-STB tag-sitebuilt tag-mobilesite tag-aem">
    <header id="header" class="animated fadeIn" style="background-image: url(https://cloud.githubusercontent.com/assets/14326240/9954318/a7d367cc-5e1a-11e5-971a-3d4d6093ad8d.jpg)">
    <div class="header-background">
    <section class="blog-content">
        <a id="site-url" class="blog-title" href="http://www.agency-showcase.com">Mirum Singapore Agency Showcase</a>
        <span class="blog-description"></span>
        <nav class="links fadeIn animated">
            <ul>
                <!-- <li class="rss"><a title="RSS Feed" href="/rss/"><i class="fa fa-fw fa-rss-square"></i></a></li> -->
        
            </ul>
        </nav>
    </section>
    <section class="header-content">
        <h1 class="post-title animated fadeInUp">YourSingapore.com</h1>
        <span class="post-data"><span class="date animated fadeInUp"><i class="fa fa-clock-o"></i> <time class="timesince date" data-timesince="1442678400" datetime="2015-09-20T00:00" title="20 September 2015">2015-09-20 00:00:00<ago class="ago"></time></span>
            <span class="tags animated fadeInUp"><i class="fa fa-tags"></i> <a href="http://www.agency-showcase.com/tag/STB">STB</a>, <a href="http://www.agency-showcase.com/tag/sitebuilt">sitebuilt</a>, <a href="http://www.agency-showcase.com/tag/mobilesite">mobilesite</a>, <a href="http://www.agency-showcase.com/tag/aem">aem</a></span>
            <span class="author animated fadeInUp"><i class="fa fa-user"></i> <a href="">Mirum Singapore</a></span></span>
    </section>
    </div>
</header>
<main id="main" class="content">
    <article itemtype="http://schema.org/BlogPosting" class="animated fadeIn content post post tag-STB tag-sitebuilt tag-mobilesite tag-aem">
        <section class="post-content">
            <div id="preamble">
<div class="sectionbody">
<div class="paragraph">
<p>Client: Singapore Tourism Board<br>
Project: YourSingapore.com 2014 Revamp</p>
</div>
<div class="videoblock">
<div class="content">
<iframe src="//www.youtube.com/embed/gJVNYrtgmk8?rel=0&amp;list=" frameborder="0" allowfullscreen></iframe>
</div>
</div>
</div>
</div>
<h1 id="_the_challenge" class="sect0">The Challenge</h1>
<div class="paragraph">
<p>The deluge of information sources for travel planning and the ease of technology in facilitating sharing have resulted in National Tourism Organisations (NTOs) such as Singapore Tourism Board (STB) losing ground as consumers seek opinion from online travel forums and experienced travellers.</p>
</div>
<div class="paragraph">
<p>The surge in digital usage especially on mobile also meant that STB’s digital presence needed to be readily discoverable and easy to navigate.</p>
</div>
<div class="paragraph">
<p>Hence, yoursingapore.com needed to evolve from a one-size-fits-all directory of events to a catalyst that encourages social sharing through delivering inspiring experiences to users in different stages of their travel planning.</p>
</div>
<h1 id="_the_insight" class="sect0">The Insight</h1>
<div class="paragraph">
<p>As our target audience seek different types of content from various platforms at each stage of their travel planning, the potential of yoursingapore.com would be best optimised during the travel planning stage by providing content to engage, validate and inform prior to booking. It would hence become a secondary source to validate and crystallise travel plans delivered through multiple POVs – or ‘voices’ that connect STB with their target audience rather than create and push.</p>
</div>
<h1 id="_the_idea" class="sect0">The Idea</h1>
<div class="paragraph">
<p>Like music, we focused on key elements that everyone could relate to such as colours, textures and icons, and distilled them into active experiences to drive emotions and participation. Ultimately, we wanted the new yoursingapore.com to be a personal, engaging and genuine experience for users.</p>
</div>
<h1 id="_the_results" class="sect0">The Results</h1>
<div class="paragraph">
<p>The new yoursingapore.com site obtained third-party endorsements through curated or co-created content from notable editorial partners. We leveraged various content platforms such as editorial and user-generated content as well as social media and travel review platforms to bring richer stories and recommendations.</p>
</div>
<div class="paragraph">
<p>We saw a significant 19% increase of site traffic generated from social networks. While this indicated our social strategy was effective, it also decreased the reliance on paid search and paid media to generate traffic (as compared to the old site); hence creating a sustainable source of traffic and dialogue on the site.</p>
</div>
<div class="paragraph">
<p>The KPIs of the new site focused strongly on visitor engagement and visitor advocacy. Visitor engagement measures the interactions visitors have on the site in terms of click-throughs to deeper content tiles and performing activities like site search and downloads. Visitor advocacy measured the number of times visitors share yoursingapore.com content on their social platforms as well as interaction on STB’s and partners’ social platforms. Since site launch, visitor engagement increased by 164% and visitor advocacy increased by 99% compared to the old site.</p>
</div>
<div class="paragraph">
<p>To increase discovery and facilitate ease of use, a dedicated mobile site was also developed to optimise the functionality, readability and loading time for users.</p>
</div>
<div class="paragraph">
<p><a href="http://www.yoursingapore.com">Vist Site</a></p>
</div>
        </section>

    </article>

</main>
    <footer class="animated fadeIn" id="footer">
        <section class="colophon">
          <a href="http://www.mirumagency.com/privacy-policy" target="_blank">Privacy</a> | <a href="http://www.mirumagency.com/terms-conditions" target="_blank">Terms</a> | <a href="http://www.wpp.com/wpp/" target="_blank">A WPP Company</a>
          <section class="copyright">Copyright &copy; 2015 Mirum Singapore</section>
        </section>
    </footer>
    <script src="//cdnjs.cloudflare.com/ajax/libs/jquery/2.1.3/jquery.min.js?v="></script> <script src="//cdnjs.cloudflare.com/ajax/libs/moment.js/2.9.0/moment-with-locales.min.js?v="></script> <script src="//cdnjs.cloudflare.com/ajax/libs/highlight.js/8.4/highlight.min.js?v="></script> 
      <script type="text/javascript">
        jQuery( document ).ready(function() {
          // change date with ago
          jQuery('ago.ago').each(function(){
            var element = jQuery(this).parent();
            element.html( moment(element.text()).fromNow());
          });
        });

        hljs.initHighlightingOnLoad();      
      </script>
    <script src="//www.agency-showcase.com/themes/mirum/assets/js/scripts.js?v=1.0.0"></script>
    
    <script>
    (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){
      (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),
      m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)
    })(window,document,'script','//www.google-analytics.com/analytics.js','ga');

    ga('create', 'UA-67864530-1', 'auto');
    ga('send', 'pageview');

    </script>
</body>
</html>
<commit_msg>Publish 2015-09-20-YourSingaporecom.adoc<commit_after><!DOCTYPE html>
<html>
<head>
    <meta charset="utf-8">
    <meta http-equiv="X-UA-Compatible" content="IE=edge,chrome=1">
    <meta name="HandheldFriendly" content="True" />
    <meta name="viewport" content="width=device-width, initial-scale=1.0" />

    <title>YourSingapore.com</title>
    <meta name="description" content="" />
    <link href="//fonts.googleapis.com/css?family=Noto+Sans:300,400,700" rel="stylesheet" type="text/css">
    <link href="//fonts.googleapis.com/css?family=Noto+Serif:400,700,400italic" rel="stylesheet" type="text/css">
    <link href="//netdna.bootstrapcdn.com/font-awesome/4.0.3/css/font-awesome.css" rel="stylesheet">
    <link href="//www.agency-showcase.com/themes/mirum/assets/css/style.css?v=1.0.0" rel="stylesheet" type="text/css">
    <link href="//www.agency-showcase.com/themes/mirum/assets/css/animate.min.css?v=1.0.0" rel="stylesheet" type="text/css">
    <link href="//www.agency-showcase.com/themes/mirum/favicon.ico" rel="shortcut icon">
    <link rel="canonical" href="http://www.agency-showcase.com/2015/09/20/YourSingaporecom.html" />
    
    <meta property="og:site_name" content="Mirum Singapore Agency Showcase" />
    <meta property="og:type" content="article" />
    <meta property="og:title" content="YourSingapore.com" />
    <meta property="og:description" content="Client: Singapore Tourism Board Project: YourSingapore.com 2014 Revamp The Challenge The deluge of information sources for travel planning and the ease of technology in facilitating sharing have resulted in National Tourism Organisations (NTOs) such as Singapore Tourism Board (S..." />
    <meta property="og:url" content="http://www.agency-showcase.com/2015/09/20/YourSingaporecom.html" />
    <meta property="og:image" content="http://www.agency-showcase.com/images/revamp2014_1280x670.jpg" />
    <meta property="article:published_time" content="2015-09-19T16:00:00.000Z" />
    <meta property="article:modified_time" content="2015-10-16T04:47:17.994Z" />
    <meta property="article:tag" content="STB" />
    <meta property="article:tag" content="sitebuilt" />
    <meta property="article:tag" content="mobilesite" />
    <meta property="article:tag" content="aem" />
    
    <meta name="twitter:card" content="summary_large_image" />
    <meta name="twitter:title" content="YourSingapore.com" />
    <meta name="twitter:description" content="Client: Singapore Tourism Board Project: YourSingapore.com 2014 Revamp The Challenge The deluge of information sources for travel planning and the ease of technology in facilitating sharing have resulted in National Tourism Organisations (NTOs) such as Singapore Tourism Board (S..." />
    <meta name="twitter:url" content="http://www.agency-showcase.com/2015/09/20/YourSingaporecom.html" />
    <meta name="twitter:image:src" content="http://www.agency-showcase.com/images/revamp2014_1280x670.jpg" />
    
    <script type="application/ld+json">
{
    "@context": "http://schema.org",
    "@type": "Article",
    "publisher": "Mirum Singapore Agency Showcase",
    "author": {
        "@type": "Person",
        "name": "<NAME>",
        "image": "https://avatars.githubusercontent.com/u/14326240?v=3",
        "url": "undefined/author/undefined",
        "sameAs": null
    },
    "headline": "YourSingapore.com",
    "url": "http://www.agency-showcase.com/2015/09/20/YourSingaporecom.html",
    "datePublished": "2015-09-19T16:00:00.000Z",
    "dateModified": "2015-10-16T04:47:17.994Z",
    "image": "http://www.agency-showcase.com/images/revamp2014_1280x670.jpg",
    "keywords": "STB, sitebuilt, mobilesite, aem",
    "description": "Client: Singapore Tourism Board Project: YourSingapore.com 2014 Revamp The Challenge The deluge of information sources for travel planning and the ease of technology in facilitating sharing have resulted in National Tourism Organisations (NTOs) such as Singapore Tourism Board (S..."
}
    </script>

    <meta name="generator" content="Ghost ?" />
    <link rel="alternate" type="application/rss+xml" title="Mirum Singapore Agency Showcase" href="http://www.agency-showcase.com/rss" />
    <link rel="stylesheet" href="//cdnjs.cloudflare.com/ajax/libs/highlight.js/8.4/styles/default.min.css">
</head>
<body class="post-template tag-STB tag-sitebuilt tag-mobilesite tag-aem">
    <header id="header" class="animated fadeIn" style="background-image: url(http://www.agency-showcase.com/images/revamp2014_1280x670.jpg)">
    <div class="header-background">
    <section class="blog-content">
        <a id="site-url" class="blog-title" href="http://www.agency-showcase.com">Mirum Singapore Agency Showcase</a>
        <span class="blog-description"></span>
        <nav class="links fadeIn animated">
            <ul>
                <!-- <li class="rss"><a title="RSS Feed" href="/rss/"><i class="fa fa-fw fa-rss-square"></i></a></li> -->
        
            </ul>
        </nav>
    </section>
    <section class="header-content">
        <h1 class="post-title animated fadeInUp">YourSingapore.com</h1>
        <span class="post-data"><span class="date animated fadeInUp"><i class="fa fa-clock-o"></i> <time class="timesince date" data-timesince="1442678400" datetime="2015-09-20T00:00" title="20 September 2015">2015-09-20 00:00:00<ago class="ago"></time></span>
            <span class="tags animated fadeInUp"><i class="fa fa-tags"></i> <a href="http://www.agency-showcase.com/tag/STB">STB</a>, <a href="http://www.agency-showcase.com/tag/sitebuilt">sitebuilt</a>, <a href="http://www.agency-showcase.com/tag/mobilesite">mobilesite</a>, <a href="http://www.agency-showcase.com/tag/aem">aem</a></span>
            <span class="author animated fadeInUp"><i class="fa fa-user"></i> <a href="">Mirum Singapore</a></span></span>
    </section>
    </div>
</header>
<main id="main" class="content">
    <article itemtype="http://schema.org/BlogPosting" class="animated fadeIn content post post tag-STB tag-sitebuilt tag-mobilesite tag-aem">
        <section class="post-content">
            <div id="preamble">
<div class="sectionbody">
<div class="paragraph">
<p>Client: Singapore Tourism Board<br>
Project: YourSingapore.com 2014 Revamp</p>
</div>
<div class="videoblock">
<div class="content">
<iframe src="//www.youtube.com/embed/gJVNYrtgmk8?rel=0&amp;list=" frameborder="0" allowfullscreen></iframe>
</div>
</div>
</div>
</div>
<h1 id="_the_challenge" class="sect0">The Challenge</h1>
<div class="paragraph">
<p>The deluge of information sources for travel planning and the ease of technology in facilitating sharing have resulted in National Tourism Organisations (NTOs) such as Singapore Tourism Board (STB) losing ground as consumers seek opinion from online travel forums and experienced travellers.</p>
</div>
<div class="paragraph">
<p>The surge in digital usage especially on mobile also meant that STB’s digital presence needed to be readily discoverable and easy to navigate.</p>
</div>
<div class="paragraph">
<p>Hence, yoursingapore.com needed to evolve from a one-size-fits-all directory of events to a catalyst that encourages social sharing through delivering inspiring experiences to users in different stages of their travel planning.</p>
</div>
<h1 id="_the_insight" class="sect0">The Insight</h1>
<div class="paragraph">
<p>As our target audience seek different types of content from various platforms at each stage of their travel planning, the potential of yoursingapore.com would be best optimised during the travel planning stage by providing content to engage, validate and inform prior to booking. It would hence become a secondary source to validate and crystallise travel plans delivered through multiple POVs – or ‘voices’ that connect STB with their target audience rather than create and push.</p>
</div>
<h1 id="_the_idea" class="sect0">The Idea</h1>
<div class="paragraph">
<p>Like music, we focused on key elements that everyone could relate to such as colours, textures and icons, and distilled them into active experiences to drive emotions and participation. Ultimately, we wanted the new yoursingapore.com to be a personal, engaging and genuine experience for users.</p>
</div>
<h1 id="_the_results" class="sect0">The Results</h1>
<div class="paragraph">
<p>The new yoursingapore.com site obtained third-party endorsements through curated or co-created content from notable editorial partners. We leveraged various content platforms such as editorial and user-generated content as well as social media and travel review platforms to bring richer stories and recommendations.</p>
</div>
<div class="paragraph">
<p>We saw a significant 19% increase of site traffic generated from social networks. While this indicated our social strategy was effective, it also decreased the reliance on paid search and paid media to generate traffic (as compared to the old site); hence creating a sustainable source of traffic and dialogue on the site.</p>
</div>
<div class="paragraph">
<p>The KPIs of the new site focused strongly on visitor engagement and visitor advocacy. Visitor engagement measures the interactions visitors have on the site in terms of click-throughs to deeper content tiles and performing activities like site search and downloads. Visitor advocacy measured the number of times visitors share yoursingapore.com content on their social platforms as well as interaction on STB’s and partners’ social platforms. Since site launch, visitor engagement increased by 164% and visitor advocacy increased by 99% compared to the old site.</p>
</div>
<div class="paragraph">
<p>To increase discovery and facilitate ease of use, a dedicated mobile site was also developed to optimise the functionality, readability and loading time for users.</p>
</div>
<div class="paragraph">
<p><a href="http://www.yoursingapore.com">Vist Site</a></p>
</div>
        </section>

    </article>

</main>
    <footer class="animated fadeIn" id="footer">
        <section class="colophon">
          <a href="http://www.mirumagency.com/privacy-policy" target="_blank">Privacy</a> | <a href="http://www.mirumagency.com/terms-conditions" target="_blank">Terms</a> | <a href="http://www.wpp.com/wpp/" target="_blank">A WPP Company</a>
          <section class="copyright">Copyright &copy; 2015 Mirum Singapore</section>
        </section>
    </footer>
    <script src="//cdnjs.cloudflare.com/ajax/libs/jquery/2.1.3/jquery.min.js?v="></script> <script src="//cdnjs.cloudflare.com/ajax/libs/moment.js/2.9.0/moment-with-locales.min.js?v="></script> <script src="//cdnjs.cloudflare.com/ajax/libs/highlight.js/8.4/highlight.min.js?v="></script> 
      <script type="text/javascript">
        jQuery( document ).ready(function() {
          // change date with ago
          jQuery('ago.ago').each(function(){
            var element = jQuery(this).parent();
            element.html( moment(element.text()).fromNow());
          });
        });

        hljs.initHighlightingOnLoad();      
      </script>
    <script src="//www.agency-showcase.com/themes/mirum/assets/js/scripts.js?v=1.0.0"></script>
    
    <script>
    (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){
      (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),
      m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)
    })(window,document,'script','//www.google-analytics.com/analytics.js','ga');

    ga('create', 'UA-67864530-1', 'auto');
    ga('send', 'pageview');

    </script>
</body>
</html>

{'fraction_non_alphanumeric': 0.15086374014560808, 'fraction_numerical': 0.029724723215439626, 'mean_word_length': 4.441631504922644, 'pattern_counts': {'":': 32, '<': 385, '<?xml version=': 0, '>': 385, 'https://': 6, 'lorem ipsum': 0, 'www.': 44, 'xml': 2}, 'pii_count': 0, 'substrings_counts': 0, 'word_list_counts': {'cursed_substrings.json': 2, 'profanity_word_list.json': 0, 'sexual_word_list.json': 0, 'zh_pornsignals.json': 0}}
{'dir': 'git-commits-cleaned', 'id': '5979216', 'n_tokens_mistral': 7587, 'n_tokens_neox': 7013, 'n_words': 1877}