The campaign is driven largely by a digital thrust featuring online and mobile advertising, and a dedicated India landing page
BestMediaInfo Bureau | Delhi | March 21, 2012
Singapore Tourism Board (STB) has unveiled its latest marketing plan for the Indian market, âSingapore â The Holiday You Take Home with Youâ. This is the third in a series of customised and differentiated marketing campaigns after those in China and Australia, and has adopted a similar consumer-centric approach by tailoring experiences based on a deeper understanding of the needs of the Indian leisure traveller. By understanding their needs, better quality experiences can also be created and delivered, which is a natural evolution of the âYour Singaporeâ destination brand with an emphasis on personalisation of experiences.
Through years of presence and engagement with Indian consumers, STB has observed changes in the travel habits and needs of Indian travellers. Today, Indian travellers possess a more global worldview and have discerning travel needs. The new marketing campaign will focus on tailored offerings that appeal to the Indian audience. The core of the campaign rests on four pillars of enriching experiences, namely, family fun, active lifestyle, culinary and romance.
Randall Tan, STBâs Regional Director for South Asia, Middle East & Africa, said, âIndian travellersâ preferences have truly evolved; they are more adventurous and seek much more out of their holidays today. There is greater interest in quality, aspirational and engaging experiences that allow visitors to build deeper relations, as well as acquire new skills and knowledge with their loved ones. They will return home enriched. Our campaign is thus an invitation to Indian travellers to explore an âexperiential touch-do-and-engage holidayâ instead of the mere âchecklist holidayââ.
The campaign is driven largely by a digital thrust that features online and mobile advertising, a dedicated India landing page on the YourSingapore destination website, and social media engagement, including a Facebook quiz. The dedicated webpage allows easy navigation and customisation of oneâs travel itinerary, and also highlights the new enriching itineraries under culinary, family fun, romance and active lifestyle, travel agent listings and travel essentials, along with a social media component to enable travellers to have first-hand information about the latest events taking place in Singapore.
The YourSingapore Facebook page will feature engaging applications and wall posts such as conversations and photos shared by fans, centred around the travelling behavior of Indians to help STB build a direct relationship with Indian travellers. Fans can also participate in the âUnravel & Travelâ quiz and stand to win holidays to Singapore.
The campaign will also see strategic collaborations between STB and key specialised travel partners like Thomas Cook (India) and Mercury Travels to co-create and offer travel packages across the four core pillars of enriching experiences.