Government

Objective
A tourism board aimed to drive regional tourism to Sarawak by promoting its flagship music festival. To ensure efficient media spend and relevant outreach, they needed to identify audiences most likely to travel, attend events, or express interest in music-based experiences in Southeast Asia.

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Data Strategy

1. Traveler Frequency & Origin Mapping

   • Using mobility and location intelligence, we identified two core traveler groups:

     • Singaporeans who frequently visited Sarawak, based on recurring cross-border travel patterns.

     • Regional travelers from nearby markets who showed regular mobility signals in and out of Sarawak.

   • These insights allowed for precise geographic segmentation and targeting of audiences with proven travel behavior.

2. Geofencing of Live Event Audiences

   • We applied geofencing technology around major concert venues and music events in Singapore—such as F1 concerts, large-scale festivals, and international artist performances.

   • Devices captured within these zones provided a profile of music festival enthusiasts, who were then prioritized for promotional targeting of the Sarawak event.

3. Intent & Competitive Destination Analysis

   • We analyzed travel intent signals for Sarawak and compared them against competing destinations like Bali, Bintan, Batam, and Langkawi.

   • This helped identify audiences who were in the consideration phase for short regional getaways and could be influenced toward Sarawak.

4. Performer Fanbase Targeting

   • Using interest and behavioral data, we pinpointed fans of the performing artists, such as top Korean stars and other headline acts.

   • By aligning fan enthusiasm with travel motivation, we created data-backed opportunities to convert fandom energy into tourism intent.

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Results

• Traveler Identification: Mapped frequent Sarawak visitors and potential travelers across Singapore and regional markets.

• Audience Precision: Defined high-affinity segments including music lovers, concert-goers, and artist fans.

• Intent Depth: Isolated competitive travel audiences considering similar regional leisure destinations.

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Impact
By merging mobility, intent, and behavioral data, the tourism board achieved a unified understanding of audiences most likely to visit Sarawak for the festival. This data-driven approach allowed them to fine-tune promotional spend, tailor messaging to different traveler types, and ultimately drive higher travel consideration and attendance.