IN WHAT has been called the largest collaboration among the three to date, Changi Airport Group (CAG), Singapore Tourism Board (STB) and Singapore Airlines (SIA) are joining hands to take the Singapore brand to leisure and MICE travellers around the world.
According to a joint media release, the two-year tie-up will see each partner invest S$20 million (US$14.9 million) for promotions in 15 markets worldwide.
Funding will be used to enhance the visitor experience in Singapore and Singapore Changi Airport and step up marketing efforts to consumers directly and through more trade partnerships. Business travellers and the MICE segment are also targets in the new marketing effort.
A key highlight is the Singapore Stopover Premium package, an upgraded version of the Singapore Stopover Holiday, which includes accommodation at a five-star hotel with breakfast and Wi-Fi, priority hotel check-ins and private transfers, extra privileges such as spa discounts or shopping vouchers, and a host of leisure experiences across the island.
Another is the recently refreshed enhanced Free Singapore Tour, which takes transit passengers on a free guided tour of Singapore to give them a more in-depth experience of Singapore.
Lionel Yeo, chief executive of STB, said: “Our airline and airport are an integral part of the Singapore experience. The new product offerings demonstrate SIA, CAG, and STB’s commitment to provide today’s discerning travellers with a more seamless and in-depth experience. To constantly refresh and add value to the visitor experience, it is essential for the industry to rally together; STB looks forward to more partnerships with the industry.”
CAG and STB announced in April that they would embark on joint marketing campaigns globally and within mutually aligned key markets.
