January 10th, 2022, Rishad Dsouza
Gardens by the Bay has registered the biggest uptick in Ad Awareness scores out of any brand in Singapore to be named the Advertiser of the Month for December. The popular tourist spot witnessed an uplift of +8.2 percentage points in Ad Awareness scores during the period.
Gardens by the Bay rode the festive wave in December by hosting Christmas Wonderland, which is Singapore’s biggest Yuletide event. Another major promotion, called Dale Chihuly: Glass in Bloom, saw the iconic nature park pair up with Porsche for an innovative car exhibition in early December.
In November, Gardens by the Bay received an enhancement to the park in the form of Kingfisher Wetlands. The project aims to improve biodiversity in the area by planting native trees and connecting two existing areas of the park – Kingfisher Lake and Lotus Pond.
Gardens by the Bay had an Ad Awareness score of 19.5 on November 23, which rose steadily to reach 27.7 on December 20. Ad Awareness score is a YouGov BrandIndex metric that measures the percentage of people who have seen adverts from a particular brand in the last two weeks.
The brand’s Buzz metric, which is a measure of whether consumers have heard positive or negative things about a brand, also returned positive results during the same period. The Buzz score increased from 24.3 on November 23 to 28.5 on December 30.
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Methodology: BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following places of interest have you seen an advertisement for in the past two weeks?” and delivered as a percentage. The data is based on the interviews of Singaporean adults aged 18+ between November 23 and December 20, 2021. Learn more about BrandIndex.