The Singapore Tourism Board (STB) unveiled its marketing campaign, ‘Singapore – The Holiday You Take Home with You’, targeted at the Indian market. The new marketing campaign will focus on quality 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. The campaign wishes to draw an emotional connection between travellers and the destination through experiential and shared learning activities.
“The preference of Indian travellers has truly evolved. They are more adventurous and seek much more out of their holidays today. Our campaign is an invitation to Indian travellers to explore an ‘experiential touch-do-and-engage holiday’ instead of the mere ‘checklist holiday’,” said Randall Tan, STB’s Regional Director for South Asia, Middle East and Africa.
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 one’s travel itinerary, along with a social media component to enable travellers to gain first-hand information about the latest events taking place in Singapore.
The YourSingapore Facebook page features engaging applications and wall posts such as conversations and photos shared by fans, centred on the travelling behaviour of Indians to help STB build a direct relationship with Indian travellers. Fans can also participate in the ‘Unravel & Travel’ quiz and win holidays to Singapore.
The campaign will also see strategic collaborations between STB and key specialised travel partners such as Thomas Cook (India) and Mercury Travels to co-create and offer travel packages across the four core pillars of enriching experiences.