Advertising for any tourism brand is completely focused on the holiday experience and what you take back with you once you are through with your days of ease and luxury. And the experience is bound to be twice as special if it falls under the bracket of the festive season. Singapore Tourism owes a good deal to the number of Indian tourists who visit the destination year on year. The number of Indians who visited Singapore in 2003 was approximately 3,09,383. On a three-four-day trip to the island nation, an Indian spends Singapore $ 1,574 in comparison to an average spend of $ 639 by a foreigner visitor.
This Christmas season, RMG David has something interesting for Singapore Tourism – in other words, a tactical campaign for the Christmas, reflecting the experience in the tropics during this season with a large splash of outdoor and print promos. The outdoor visuals, in the true RMG spirit are larger than life. They host symbols like the star (on top of the Christmas tree) and the sparkling balls which seem much larger than normal for higher visibility.
Says Josy Paul, Country Head, RMG David, “This festive season, Singapore has lined up a host of holiday attractions to enthral the travellers. The most anticipated of these is the ‘Christmas in the Tropics’ – the largest Christmas party in the world. The festival is celebrated in a grand scale in Singapore. So we thought that the communication ought to be large scale, in order to support this grand event. The outdoor campaign was designed to highlight this aspect of Singapore. When normal objects are made larger-than-life, they enjoy greater prominence and impact.”
Santosh Ramaswamy of RMG David, adds, “The agency and the client agreed on the concept of making Christmas symbols like the star and the balls much bigger than normal for higher visibility. Also, the hoardings were made to look vibrant and colourful to convey the festive spirit. The star and the ball are instantly identifiable as traditional symbols of Christmas. They symbolize the merry and resplendent festive spirit.”
About the print ads Ramaswamy conveys, “The print campaign in newspapers and magazines was focused on the “Christmas in the Tropics” and other festive attractions of Singapore and provided support for the outdoor campaign. Group M’s advanced media services aided the effort greatly.”
Geeta Jaisingh, Marketing Officer (South Asia), Singapore Tourism Board asserts, “The current campaign was to highlight what is quintessentially Singaporean. The new communications campaign personifies the unique offerings that Singapore as a brand contributes to its tourist’s visiting the island state. RMG David has done a tremendous job when it comes to the Christmas campaign and the hoardings look striking and true to life. As for the print ads, they tell the tale in a brilliant and unconventional way. As a market, India is very important because our studies show that the number of Indian’s who visited Singapore in the years 2003 was approximately 309,383. On a 3-4 day trip to the island nation, an Indian spends Singapore $1,574 in comparison an average spend of another foreign visitors is $639. Observing this trend India is an important market for STB and will continue to strengthen this relationship with innovative communication tool and network.”
She adds, “Singapore has so much to offer Indian tourists. You have activities like the Night Safari, Underwater World and the Singapore Science Center. Our communication revolves around the richness of the Singapore tradition. “Uniquely Singapore” establishes the dictum that it offers everything to every individual visiting the island state”.
Would Singapore Tourism be taking on a TVC anytime in the near future? Jaisingh answers, “We believe that we get appropriate mileage in India, via print ads and outdoor. Since we are targeting a niche audience, it makes more sense for us to use mediums such as these. We believe, that it’s twice more effective, in addition to being easy on the pockets.”
India has been in Singapore’s top ten visitor’s generating list. Singapore has been attracting a lot of Indian tourists in the leisure and BT MICE segment and hence it was one of the first boards to be set up its office here to promote outbound tourism in the country.