STB to roll out customised campaigns for different markets

Departing from the usual destination marketing strategy across different markets, this new strategy is tailored to address the consumer needs of the targeted markets.

Customised marketing campaigns, which consist of PR, BTL, ATL and digital marketing, will be unveiled across other key markets including Australia, India, Indonesia and Malaysia. This move follows STB’s in-market engagements with consumers and trade in these initial launch markets earlier this year, which have provided an increased understanding of the target consumers.

Sophia Ng, executive director, brand and marketing of the Singapore Tourism Board, said that understanding of consumers in the various regions has enabled the tourism board to develop strategies that are customised to the needs of individual markets.

“By understanding consumer needs, we can create and deliver better quality experiences to visitors. This is a natural evolution of the YourSingapore destination brand that emphasises the personalisation of experiences. We believe that this visitor-centricity will increase the appeal and relevance of Singapore, and help build a stronger brand in the long term.”

STB will also work with industry partners, both locally and in the markets, to develop and package more meaningful destination experiences.

For the ‘New discoveries’ campaign launched in Beijing yesterday, the tourism board partnered with three travel agencies in China, namely GZL International Travel Service, CYTS and Ctrip to launch a series of New Discoveries packaged tours.

The campaign, launched yesterday with homegrown celebrity Stefanie Sun being Singapore’s Tourism Ambassador for Greater China, leverages the fact that there are increasing numbers of Chinese making their own online bookings and travelling as free, independent travellers.

“Singapore is a city that is constantly evolving and renewing itself. On top of what consumers already know of Singapore’s well-known tourist attractions, we want to help Chinese deepen their understanding of our city, providing them with compelling reasons to visit Singapore again and again. Not only do we want to share the new experiences that Singapore offers, we would also like to encourage our Chinese visitors to look beyond the surface and uncover for themselves the hidden gems,” Ng said.

BBH Asia Pacific developed the ATL works for the "New discoveries' campaign.

The campaign also features local Chinese advocates at various PR and communication touch points, including social media platforms such as Sina Weibo, Douban and Renren to reach the Chinese audience.