DestinationsThe two-year contract with Expedia underscores the tourism board's efforts to retain mind share among overseas travellers.

Singapore keeps global markets top of mind

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Top global markets identified for Singapore are Japan, South Korea, Hong Kong, UAE, Germany, France, Switzerland, Canada, the UK and the US.
Top global markets identified for Singapore are Japan, South Korea, Hong Kong, UAE, Germany, France, Switzerland, Canada, the UK and the US. Photo Credit: Gettyimags/Panuwat Dangsungnoen

The Singapore Tourism Board (STB) and Expedia are joining hands on a two-year global marketing partnership to stimulate the recovery of the local tourism industry while keeping the destination top of mind for international travellers.

“When global travel returns and when the time is right, this partnership with Expedia will allow the Singapore tourism industry to tap on Expedia’s vast global network and user base to help local businesses reach new customers,” said Lynette Pang, assistant chief executive (marketing group), Singapore Tourism Board.

“Local businesses are the heart and soul of our tourism industry, and it is important to support them through this challenging period," she added.

“Expedia is uniquely positioned to leverage our global expertise, influence and technology to reinvigorate the Singapore tourism industry and help local tourism establishments sustain and grow their operations in the post-pandemic future,” said Ang Choo Pin, senior director, government and corporate affairs, and managing director Asia, Expedia Group.

One half of the campaign will focus on the domestic front, supporting the SingapoRediscovers campaign which was launched in July. From now until April 2021, a slew of local holiday bundles, staycation offers, attractions and tours that cater to a variety of interests and budgets will be made available to Singapore residents.

As part of STB’s efforts to promote “Singapolidays”, the STB-Expedia SingaporeRediscovers campaign landing page will also spotlight 10 key precincts awaiting discovery.

As Singapore continues to push for more travel bubble arrangements, including the recent preliminary agreement with Hong Kong, the other half of the STB-Expedia campaign will look to the global scene – targeting Japan, South Korea, Hong Kong, UAE, Germany, France, Switzerland, Canada, the UK and the US. Flight promotions, discounts on travel products, creative campaigns and online ads will be pushed to these 10 destinations.

Also, to reinforce the little red dot’s leading authority in rebuilding trust in travel, Singapore’s SG Clean certification programme will feature prominently on site, giving latest updates of venues and vendors carrying the government-approved stamp.

STB's latest tie-up with Expedia follows a recent S$2 million (US$1.5 million) marketing partnership – also under the SingapoRediscovers campaign – that it has earlier sealed with Klook to promote local tourism and lifestyle offerings.

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