SINGAPORE Airlines (SIA) and the Singapore Tourism Board (STB) have embarked on a strategic partnership to attract more visitors from key source markets to Singapore.
The partnership, which runs until June 30, 2015, entails a global marketing collaboration that targets a broad spectrum of leisure, cruise and business visitors. It would see the partners investing a total of S$4 million (US$3.2 million) in joint campaigns across the globe, with a focus on Australia, China, Germany, India, Japan, the UK and the US.
Both parties would also jointly invest in the co-development of new products, where exclusive and customised experiences would be curated for SIA customers from target markets based on their interests.
Lynette Pang, STB’s assistant chief executive, marketing group, said: “Consumers already have a strong brand affinity to SIA, and would be able to easily relate to new marketing initiatives and products. Together, we can amplify the Singapore story, and attract more quality visitors.”
SIA and STB had last year worked together to enhance the Singapore Stopover Holiday (SSH) package to entice travellers from Europe, who are particularly attracted by Singapore’s unique cultural mix and lush greenery.
Since its launch, the refreshed SSH package has seen double-digit growth in bookings over the same period in the previous year.
