Discover Tanjong Pagar is a private-sector led Business Improvement District — a partnership of major property owners in the Tanjong Pagar precinct, formed under the Urban Redevelopment Authority’s pilot BID programme in 2019.
Its stakeholders include some of Singapore’s most recognisable commercial properties — Guoco Tower, Carlton City Hotel, Oasia Hotel Downtown, Sofitel Singapore City Centre, International Plaza, and Downtown Gallery by OUE. Together, they manage the placemaking, community programming, and digital presence of one of Singapore’s most historically significant and commercially active precincts.
DTP had already established a social media presence and a website. What they needed for iLight Singapore 2024 was a team that could execute a campaign at the scale the moment required — and hit the follower targets that came with it.
iLight Singapore 2024 was the festival’s 10th edition — and for the first time in its history, it expanded beyond Marina Bay into Tanjong Pagar. DTP was a key partner in that expansion, hosting light installations at the Discover Tanjong Pagar Community Green and co-organising the Community Green Market with Sunday Social across two weekends in June.
This was a significant moment for the precinct. A national festival choosing Tanjong Pagar as its first satellite location was validation of the area’s growing cultural relevance — and DTP needed their social channels to reflect that.
The brief: run a social media campaign across the duration of iLight Singapore 2024, build community engagement around the event, promote the precinct’s member stakeholders, and grow DTP’s follower count to hit a set target. A blog post recapping the event was also commissioned for the website.
They came to Wanderus through a referral. We got to work.
The campaign centred on iLight Singapore 2024 and DTP’s role in it. We created content around the light installations at the Community Green — BottleBlooms, Hidden Garden, Kickit Team Tennis, Lumi — highlighting what made each piece worth visiting and why Tanjong Pagar was now a destination within the broader festival map.
To drive engagement during the campaign, we ran a weekly giveaway series — including a Guoco Tower voucher worth $190 — structured around trivia questions tied to the iLight installations. The mechanic kept followers coming back each week and gave the campaign a reason to interact beyond passive scrolling.
Alongside the festival content, we promoted DTP’s Community Green Market — a pop-up eco-conscious street market running across two weekends in June, in partnership with Sunday Social. Content was built to drive foot traffic to the precinct during the event window, positioned around the sustainability theme that ran through iLight 2024.
A recurring content series spotlighted DTP’s precinct member stakeholders — International Plaza, Oasia Hotel Downtown, Carlton City Hotel, and others — each given a dedicated post that told their story within the Tanjong Pagar context. This content served dual purposes: gave stakeholders visibility on DTP’s channels and reinforced the precinct’s identity as a place with depth, not just foot traffic.
After the festival closed, we wrote a recap blog post for the DTP website — documenting the event, the installations, the Community Green Market, and DTP’s role in bringing iLight to Tanjong Pagar for the first time. Evergreen content that now lives on the site as a record of the precinct’s milestone moment.
Throughout the engagement and beyond, we managed DTP’s website maintenance and hosting — keeping the site updated, stable, and running reliably behind the scenes.
DTP came into the campaign with a follower count of approximately 2,200 and a target they wanted to hit by the time iLight 2024 closed. We surpassed it.
The follower growth happened within a single campaign window — not through sustained long-term content, but through a focused, well-structured push tied to a high-visibility event. Giveaways drove interaction. Member spotlights gave stakeholders a reason to share. Event content gave the broader public a reason to follow.
When the campaign ended, DTP moved to another agency. When that agency closed, DTP came back to Wanderus.
Follower target set for the iLight campaign — surpassed
Posts across the campaign window — event content, giveaways, member spotlights, market promotion
Blog post documenting DTP’s milestone participation in iLight Singapore’s first Tanjong Pagar edition
In mid-2026, DTP returned to Wanderus on a man hours retainer — a flexible engagement model that gives them access to Wanderus’s technical and content capabilities as and when they need it, without the overhead of a full-scope contract.
The current scope covers website content updates, technical maintenance, hosting renewal, and ongoing domain management. The relationship has gone from campaign-based to long-term — which is exactly how Wanderus prefers to work.
