SINGAPORE TOURISM BOARD
UNVEILS NEW MARKETING CAMPAIGN

Singapore: The Singapore Tourism Board (STB) has launched its series of differentiated marketing campaigns, starting with the New Discoveries campaign in Beijing, China.
In the coming months, customised marketing plans will be rolled out in phases across other key markets, including Australia, India, Indonesia and Malaysia. The new approach, which is focused on addressing consumer needs, marks a departure from the destination marketing strategy that STB used to employ across different markets.

The consumer marketing approach has resulted in more targeted and integrated marketing campaigns that will comprise PR, above and below-the-line advertising and digital marketing.

Ms Sophia Ng, Executive Director, Brand and Marketing of the Singapore Tourism Board, said, “In the past year, we have deepened the understanding of consumers in the various regions. This has allowed us 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.”

Earlier this year, STB embarked on various in-market engagements with consumers and trade which have provided an increased understanding of the consumers from these initial launch markets. This, coupled with STB’s market knowledge gleaned from years of operating overseas, enabled the team to develop customised marketing plans.