How Sentosa and BBHy hacked Animal Crossing and redefined a tourism marketing strategy

Leisure and tourism brand Sentosa was hit very quickly by lockdown restrictions. But, with the rest of the market beset by the same worries, it took a longer-term view and launched some of the pandemic’s most memorable and fun digital advertising.
The clever hack of hit game Animal Crossing: New Horizons saw the Singaporean island, known locally as the ‘State of Fun’, become a global talking point as it hit the news around the world. 
Sentosa director, brand, mar