For decades, People’s Park Complex (PPC) has been one of Chinatown’s most recognizable landmarks — a gateway to Singapore’s bustling Central Business District (CBD) and a cultural icon steeped in heritage. Recently, this historic building has undergone a striking transformation: a fresh coat of vibrant colors, upgraded food stalls, and refreshed retail spaces have breathed new life into this location.
This transformation unlocks fresh opportunities to achieve high-impact Out-of-Home (OOH) campaigns in one of Singapore’s busiest and most culturally significant districts. The newly refreshed façade, combined with consistently high daily footfall, positions People’s Park Complex as an unmissable stage for bold brand storytelling. Over the years, The Perfect Media has successfully executed numerous high-profile campaigns here — from Yanghe Baijiu’s to China Merchants Bank (CMB) and multiple leading telco brands — demonstrating how this location blends heritage appeal with exceptional visibility and proven campaign results.
Why People’s Park Complex Remains a Strategic OOH Location
Strategically located at the intersection of Eu Tong Sen Street and Park Road, People’s Park Complex is impossible to miss. Thousands of commuters pass through this area daily, thanks to its direct link to Chinatown MRT Station and proximity to major bus routes feeding into the CBD.
Beyond its commuter traffic, this location also draws steady streams of tourists exploring Chinatown Singapore’s famous food streets, heritage temples, and festive markets. During key events like Chinese New Year, the entire district transforms into a vibrant hub of celebration — lion dances, lantern displays, and bustling night markets create unmatched foot traffic.
This dynamic mix of daily commuters and cultural crowds makes People’s Park Complex a proven hotspot for outdoor advertising. Past campaigns like Yanghe Dream Blue Baijiu during Chinese New Year demonstrate how brands can dominate the visual landscape here and achieve significant cultural resonance.
Read more: Chinese New Year in Chinatown: Yanghe Dream Blue at People’s Park Complex
A Hotspot for Chinese Tourists and Social Media Visibility
Beyond local footfall, People’s Park Complex is a must-visit destination for Chinese tourists. Its distinctive architecture and vibrant street life frequently appear on Xiaohongshu (rednote), one of China’s most popular lifestyle social media platforms.
For advertisers, this creates built-in earned media potential — a campaign placed at this prime location can naturally feature in tourists’ photos and vlogs, extending reach beyond physical impressions into China’s digital ecosystems.
This organic exposure is invaluable for remittance services and telco companies, which often target visiting workers and tourists, as well as for celebrity fan campaigns seeking viral social amplification. PPC’s upgraded look — brighter colors, cleaner spaces, modernized stalls — makes it even more “photo-worthy” and shareable.
Campaigns That Stood Out at People’s Park Complex
Yanghe Dream Blue – Festive Heritage Storytelling
Yanghe Dream Blue’s campaign at People’s Park Complex during Chinese New Year transformed the landmark into a vibrant showcase of cultural pride and premium branding. Leveraging the building’s heritage significance and high tourist traffic, Yanghe used large-format visuals to resonate with both local residents and visiting Chinese tourists. The campaign demonstrated how seasonal OOH activations at culturally significant locations can amplify brand relevance and create memorable consumer touchpoints during peak footfall periods.
China Merchants Bank (CMB) – Targeted Engagement for Financial Services
China Merchants Bank (CMB) is redefining how financial institutions connect with their audience through precisely targeted, location-sensitive marketing. By selecting People’s Park Complex — a hub for the Chinese community and cross-border travelers, CMB ensured its message reached the right demographic at the right place. This placement not only enhanced brand visibility among high-potential customers but also reinforced CMB’s image as a trusted financial partner for overseas Chinese and affluent travelers seeking convenient banking solutions.
Panda Remit – Building Trust Among Cross-Border Users
Panda Remit’s campaign leveraged PPC’s role as a meeting point for migrant workers, tourists, and cross-border shoppers. By advertising remittance services in a culturally relevant space, Panda Remit strengthened brand trust and recall among its core audience. The campaign aligned perfectly with behavioral patterns, targeting consumers at key decision moments near currency exchanges and travel routes.
OOH Formats Available at People’s Park Complex
The Perfect Media manages multiple Out-of-Home (OOH) advertising formats at People’s Park Complex, allowing brands to tailor campaigns for maximum impact:
LED Screen Advertising
High-resolution, full-motion visuals ideal for product launches, countdowns, and dynamic messaging. The brightness ensures visibility both day and night, effectively capturing the attention of pedestrians and commuters moving through Chinatown’s busy walkways and MRT exits.
Large Static Display
These large-format static displays dominate key sightlines along Eu Tong Sen Street. Perfect for long-term branding, they create constant awareness — especially effective for FMCG, F&B, and lifestyle brands targeting both locals and tourists.
Trivision Displays
A cost-effective hybrid solution, Trivision panels rotate three messages within one structure. This format is excellent for multi-product campaigns or storytelling sequences that keep content fresh without digital costs.
By combining these formats, brands can create layered presence — static for constant recall, digital for dynamic updates, and Trivision for storytelling.
Transforming Iconic Landmarks into High-Impact Campaigns Across The Region
The revitalized People’s Park Complex blends heritage charm with modern upgrades, making it a prime platform for brands to engage both locals and international visitors. From remittance services and telco companies to leading Chinese beverage brands such as Yanghe Baijiu, advertisers continue to trust The Perfect Media to deliver impactful OOH campaigns at this iconic site.
As Southeast Asia’s advertising experts, we transform iconic spaces into campaigns that travel beyond the street and into the cultural heartbeat of the city.
Email: ask@tpmoutdoor.com
Phone: +65 8812 0555 | +65 6273 0556
