Kicking off in Singapore style: launching Business Travel Show Asia Pacific
When Big Top landed the brief to support the inaugural Business Travel Show Asia Pacific, we knew we’d be helping to shape something special. Tasked with launching a brand-new show in a brand-new region, we created and delivered an integrated PR and social media campaign designed to build awareness, generate excitement and showcase the vibrancy of the business travel community across APAC.
From exhibitor announcements and speaker reveals to fast-paced Reels and vox pops on the show floor, our content strategy evolved constantly to reflect audience interests and platform trends. Pre-show and onsite PR activity ensured the event was firmly on the media radar, while on-the-ground content creation brought the buzz of the event to life in real time.
Our efforts paid off: social engagement on LinkedIn rose by a whopping 131% in April, while reach on Instagram increased by 40%, driven by dynamic short-form video, real-time Reels and collaborative posts with exhibitors, speakers and hosted buyers, all tailored to drive engagement and create a sense of FOMO for anyone not attending.
On the PR front, we secured 47 pieces of coverage across highly relevant trade and regional titles including M&C Asia, Travel Weekly Asia, PA Life, Travel and Tour World and more, from five press releases.
Being onsite in Singapore was central to the campaign’s success - and such a privilege for us as a team. As a remote-first agency, we’re ready to go wherever our clients need us and this was a perfect example. It was Charlie and Ella’s first-ever trip to Singapore and in between capturing highlights, writing press releases and interviewing exhibitors, we even found time to sample some amazing local food with the Northstar and BTN teams (laksa, anyone?).
One particular highlight was producing content around the Innovation Face Off and Travel Buyer of the Year awards, which delivered strong engagement across all platforms. Our press office also worked at full speed onsite, issuing a show highlights press release on Day 2 to ensure fast post-event media coverage.
We also used the opportunity to lay the groundwork for 2026, meeting with potential regional media partners and gathering a rich content bank that will feed into next year’s campaign. A huge shoutout goes to the Business Travel Show Asia Pacific team for being such brilliant, collaborative partners - their energy made our job a dream.
We’re so proud to have played a role in such a successful first year and can’t wait to come back even stronger for 2026.