OBJECTIVES
Position PokerStars as the leading online poker website
Position PokerStars’ sponsored players as attractive and interesting role models for aspirational Singaporeans
Highlight the increasing popularity of poker in Singapore as an exciting and challenging leisure pursuit with positive lifestyle associations

CHALLENGES
First ever poker event held in Singapore, the Asian Poker Tour, in November
Driving local media interest in profiling the two, non-Singaporean professional players sponsored by PokerStars
PokerStars not a participating host nor sponsor of the tournament, thus risk of being overshadowed by tournament’s primary sponsors and local players

APPROACH
One-on-one interviews and photoshoots were pitched with targeted top tier media to:
Profile PokerStars sponsored players
Highlight the increasing popularity of poker
Create awareness of the PokerStars brand and to drive traffic to the PokerStars website to play online poker

RESULTS
Full feature coverage in tier one media outlets such as Lianhe Wanbao, My Paper, FHM Magazine, NewMan Magazine and I-S Magazine.