THE SINGAPORE Tourism Board (STB) has unveiled a ‘Singapore – The holiday you take home with you’ campaign to appeal to Indian travellers’ longing for experiences that last a lifetime.
This is the third in a series of differentiated marketing campaigns targeted at top overseas markets, and follows similar initiatives aimed at China (TTG Asia e-Daily, December 7, 2011) and Australia (TTG Asia e-Daily, March 9, 2012).
Randall Tan, STB’s regional director for South Asia, Middle East & Africa, explained that the India campaign focuses on imparting enriching experiences based on four core facets – family fun, active lifestyle, culinary and romance.
“The campaign attempts to draw Indians by appealing to their personal interests, rather than just selling Singapore’s major attractions,” he said.
“Indians are becoming more cosmopolitan, and they now want to visit destinations that can engage them and offer them unique experiences.”
STB’s marketing efforts for India will be driven by a digital thrust integrating online and mobile advertising, social media channels such as Facebook and Twitter, and a dedicated landing page on the YourSingapore destination website—which allows visitors to customise travel itineraries, view travel consultant listings, and obtain first-hand information on the latest events and attractions in Singapore.
Thomas Cook (India) and Mercury Travels have also been roped in to offer travel packages based on the four key tenets. The former will offer itineraries based on the family fun and active lifestyle themes, while the latter has developed packages showcasing Singapore’s culinary and romance hotspots.
The campaign is envisioned to run for at least the next two years.