What was previously handled by Contract Advertising, has now headed rmg david’s way. The creative mandate for Singapore Tourism is now being handled by rmg david and the win comes as a part of a pitch that was held around two months back. Group M continues to handle the media aspect of the business. The win was confirmed by R Narayanan, COO, rmg david in so many words, “ We recently bagged the business of Cox & Kings, Salton Eagle, Bharat Matrimony and the Telegu daily Vartha and now we have added another one to the list. We pitched for the business, around two months back and now, we have gotten the go ahead. However, we are still in the process of digesting the win, which is why, it’s too early to comment on the status of our plans. Undoubtedly, it’s a significant piece of business for RMG David, which would enhance our overall profile in the market.”
Would rmg david address the account, with an integrated campaign, spilling over all forms of media? Narayanan states, “There is no brand that can stand out without an integrated multimedia campaign in today’s times. But like I said, it’s too premature to comment on our plan of action in the present day as we have just bagged the account.”
Meanwhile, the Singapore Tourism Board has set its sights on strengthening Singapore’s position as a premier business and leisure destination. With tourist arrivals from India and ASEAN countries on the rise, STB sees new opportunities for strengthening its presence in these places. The global tourism landscape has changed over the last few years. ASEAN, China and India have emerged as key markets accounting for 47% of total arrivals to Singapore. This explains the interest in the region.
Singapore Tourism Board has emphasized its plans to promote Singapore as a new destination to attract more Indian tourists and increase business volumes, by offering innovative packages across all age groups, to boost tourism in the country. For India, STB has set a growth target of approximately 8%. India has been identified as top three revenue earners for Singapore with a big contribution to its leisure business.
To strengthen Singapore’s appeal as a leisure and business destination, seven Strategic Tourism Units (STUs) that reflect the core purpose of visit have been established. These include Business and MICE, sightseeing and attractions, tourism shopping, events, cruise, healthcare services and education services.