THE Singapore Tourism Board (STB) yesterday launched a new Singapura, Serunya Bareng-Bareng! campaign – which roughly translates to “Singapore, it is thrilling to travel together” in Bahasa Indonesia – in Jakarta to attract Indonesians to visit the Lion City together with their friends and families.
Edward Koh, executive director South-east Asia of STB, said: “Indonesians like to bond with their family and friends, and traveling provides the perfect opportunity for them to do so, thus STB is launching this integrated marketing campaign to invite Indonesians to create special memories with their friends and family in Singapore.
“With close to 500 flights a week to Singapore and the constantly rejuvenating landscape of the city, Indonesians have the unique opportunity to enjoy an extension of lifestyle in a different environment, just two hours away,” he added.
Indonesia is Singapore’s largest market, both in terms of visitor arrivals and tourism receipts. Of the 15.1 million total arrivals to Singapore in 2014, Indonesians accounted for over three million arrivals.
As Indonesian arrivals have softened this year due to the global economic slowdown and regional competition, this campaign is expected to boost interest and maintain last year’s performance, added Koh.
In its latest campaign for Indonesia, STB has also taken a fresh approach by leveraging the star power of local celebrities.
Michele Wooi, area director Indonesia of STB said: “We are very pleased to have Titi Kamal and Christina Sujiono as our key opinion leaders to inspire Indonesians to enjoy Singapore like they do. Widely known as celebrities who love to travel and explore new experiences with their family and friends, they are well-suited to be the face of our advertising campaign.”
She added: “We are very happy to have the support of the travel trade and airline partners who have come together to offer special airfare and attractive travel packages that are themed for family and friends.
“Indonesians can look forward to an exciting line-up of travel deals that will be featured in our promotions.”
Lasting till March 2016, the campaign will reach audiences through channels such as newspapers, lifestyle and parenting magazines, websites and social media.
