THE SINGAPORE Tourism Board (STB) launched today a series of tailored marketing campaigns to be rolled out in phases across its top-five source markets—Australia, China, India, Indonesia and Malaysia.
Starting with the New Discoveries campaign introduced today in Beijing, the customised marketing plans will be employed separately to address the needs of consumers in their respective markets.
The new consumer marketing approach marks a departure from the destination marketing strategy that STB previously implemented, and will hopefully result in more targeted and integrated marketing efforts comprising public relations, above and below-the-line advertising and digital marketing initiatives, the NTO said in a statement.
“This is a natural evolution of the YourSingapore destination brand that emphasises the personalisation of experiences. By understanding consumer needs, we can create and deliver better quality experiences to visitors,” said Sophia Ng, executive director, brand and marketing at STB.
From various conversations with consumers and trade, STB found that while most Chinese still travel on packaged tours, many are beginning to make their own travel arrangements and venture out as FITs. More significantly, Chinese are increasingly seeking a greater depth of travel experiences that include new and unique undertakings.
“The New Discoveries marketing campaign leverages this consumer insight in order to enhance our engagement with the Chinese audience,” Ng explained.
“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.”
As part of the campaign, STB has partnered with three major travel agencies in China – GZL International Travel Service, CYTS and Ctrip – to launch a series of New Discoveries packaged tours.
In addition to pre-arranged flight and accommodation options, these free & easy packages come with a fully customisable itinerary. Alternatively, semi free & easy packages, with guided tour services for the first part of the tour, will cater to first-time visitors to Singapore.
In the coming months, the campaign will also feature local Chinese advocates at various public relations and communication touch points, including social media platforms such as Sina Weibo, Douban and Renren, to reach out to the Chinese audience.
