Singapore
STB and Spotify have partnered to create a crowd-sourced song collection based off various places and activities in the city.
A soundtrack guide to Singapore
The campaign will call on Spotify users in Singapore to pitch in their song recommendations that bring to mind places and activities that are close to heart. The end result hopes to create a curation of songs that will be able to link overseas users to personalised recommendations on things to see and do based on their favourite playlists.
If music can be said to capture a sense of place, a new joint marketing effort by the Singapore Tourism Board (STB) and music streaming subscription service Spotify is hoping to do just that.
The campaign will call on Spotify users in Singapore to pitch in their song recommendations that bring to mind places and activities that are close to heart. The end result hopes to create a curation of songs that will be able to link overseas users to personalised recommendations on things to see and do based on their favourite playlists.
Users in Singapore will be invited to add their song recommendations to a microsite, Beats of Singapore, which aims to become a virtual “soundscape” of Singapore. The recommendations will be matched to each of the seven niche tourism areas, or passion “Tribes”, part of its Passion Made Possible marketing campaign. Target interests range from lifestyle interests such as nightlife and entertainment spots, to food and culture.
In the next phase of the campaign, Spotify users from Indonesia, the Philippines, Thailand and Vietnam will be invited to visit the microsite, where they can be recommended a “passion tribe profile” based on their favourite playlists. The recommendations will be drawn from Spotify’s unique data insights that studies music preferences and listening habits.
From there, users will be able to view recommendations on things to do and see in the city, download itineraries for a trip to Singapore as well as make their own recommendations to those who share their passions.
Destination-themed playlists featuring Singapore’s artists and music will also be featured as part of the campaign.
“We are thrilled to have embarked on this partnership with Spotify, that will not only help STB widen our reach, but also bring to the table an abundance of new and interesting insights on how we can better engage our visitors through music,” said Jacqueline Ng, STB’s director of marketing partnerships & planning.
Users can now add their recommendations at the Beats of Singapore microsite:
https://www.beatsofsingapore.com.