During the pandemic, naturally, the global travel industry was one of the worst hit industry sectors globally and most partners were bored of the monotony of working from home, attending video calls and webinars. T&A’s client was open to suggestions that would keep the market stimulated during those difficult times.

Develop methods to support customer retention, partner loyalty and continued positive sentiment for Singapore during the pandemic

T&A Consulting proposed and developed an idea for a virtual edutainment session to proactively engage the India travel trade. It was designed in a gaming format to be entertaining and interactive presenting a destination update, informing them of measures adopted by Singapore during the pandemic and conveying positive sentiments about Singapore's safety standards.

The virtual event was attended by over 200 participants, who appreciated the unique content and ingenuity used by T&A on behalf of the client to keep their clients/travel partners fully engaged during the pandemic.

Following the success of the curated gaming activity developed by T&A, the client sought T&A’s support to embark on a further initiative to engage with travel trade partners through a Virtual FAM, focussing on various Singapore destinations, such as The Changi Airport, The Merlion, Gardens by the Bay, Singapore Zoo, Marina Bay Sands and Sentosa Island.

Over 160 participants participated in the virtual FAM. As well as keeping trade partners fully informed and engaged, partner feedback also suggested that the format could be further developed and expanded for use after the pandemic, for schools. It also attracted significant media attention.