Singapore's tourism scene is no stranger to bold activations, but the Pokémon Day-to-Night Adventure Presented by Singapore Cable Car set a new benchmark for what immersive travel experiences can look like.
When Mount Faber Leisure Group (MFLG) partnered with The Pokémon Company to reimagine the Singapore Cable Car, one of the country's most beloved attractions for over 51 years, the goal was clear — transform a scenic skyline ride into a must-visit, must-share destination experience that would draw in Gen Z travellers, families and fandom communities alike.
Working with Mad Hat Asia, the campaign was anchored on a single compelling idea: "Two Adventures, One Ride." By day, five Pokémon-themed cable car cabins carried guests across the Mount Faber Line from Mount Faber Peak to Sentosa, delivering picture-perfect, Instagram-worthy skyline moments above the treetops. By night, the adventure transformed into something completely different — guests received complimentary UV torches that revealed a hidden world of UV-reactive flying-type Pokémon concealed within the cabin interiors, including the rare appearance of Mew. This wasn't just a ride. It was an experience that demanded to be shared. This clever use of night tourism mechanics and gamified discovery turned a single cable car ticket into an all-day itinerary, encouraging repeat rides and extending dwell time at Mount Faber Peak.
Mad Hat Asia's PR strategy was as innovative as the experience itself. The team crafted a deliberate campaign arc designed to build anticipation and sustain momentum. A creative media drop, designed as a miniature cable car cabin with UV ink that revealed details only under a torch, was sent to over 50 invited media and content creators ahead of the public launch, sparking teaser content and audience curiosity before a single cabin had even opened to the public.
A dedicated media preview event then welcomed over 100 journalists and influencers to experience the complete day-to-night journey firsthand. Timed to align with Singapore's school holidays and the year-end travel season, the campaign was engineered to convert media attention into measurable foot traffic and ridership uplift.
The results were nothing short of exceptional. The campaign launch generated a variety of coverage across online, social, and broadcast channels, such as The Straits Times, The Smart Local, AsiaOne, 8world and TTG Asia. For travel brands, tourism operators and IP rights holders looking to create culturally resonant, commercially impactful campaigns in Southeast Asia, this is the playbook.
Mad Hat Asia didn't just market a cable car ride - we repositioned a national landmark as a living, evolving Singapore travel destination worth coming back to, again and again. If you need a PR partner in Singapore who knows how to transform experiences into culturally resonant, results-driven campaigns, we'd love to help. Get in touch at hatters@madhat.asia.