MarketingThe US$1.5 million partnership is launched to drive locals to rediscover Singapore's tourism and lifestyle offerings

STB-Klook pact takes domestic marketing push up a notch

The partnership will see hotels such as Mandarin Orchard Singapore pairing a stay with an Art Jam Session in the heart of Orchard Road.
The partnership will see hotels such as Mandarin Orchard Singapore pairing a stay with an Art Jam Session in the heart of Orchard Road.

The Singapore Tourism Board (STB) and Klook have teamed up to launch a S$2 million (US$1.5 million) domestic marketing partnership to drive the rediscovery of Singapore’s tourism and lifestyle offerings as part of the SingapoRediscovers campaign, which was launched in July.

The new partnership, which is a seven-month campaign beginning in September, will see both organisations sharing a common goal to encourage locals to explore and experience a different side of Singapore.

The three focus areas of this partnership include curated promotions for products and experiences, content development, and digital marketing to boost spend.

Under the partnership, businesses – ranging from hotels and attractions to tour operators and dining establishments – will be encouraged to develop new products and experiences.

The aim is to inspire locals and encourage them to explore precincts such as Orchard Road, Chinatown, Civic District and Katong-Joo Chiat. These new products and refreshed experiences would also be curated into bespoke bundles with attractive offers to appeal to different interest groups such as Foodies, Outdoor Enthusiasts, Value Seekers and Weekend Warriors – locals who like to keep their weekends fresh and exciting.

Examples include pairing a stay at Mandarin Orchard Singapore with an Art Jam Session in the heart of Orchard Road or complementing a stay at Hotel Mono in Chinatown with a nostalgic journey on Trishaw Uncle Guided Tours.

To encourage further exploration around Singapore, STB and Klook will collaborate to create authentic stories through Klook’s pool of key content partners and opinion leaders. From video reviews to livestreams, the intent is to cast a spotlight on hidden gems and value-for-money promotions, as well as to raise the profile of various home-grown businesses around Singapore.

Both parties will also co-invest in digital marketing initiatives, such as search engine marketing, display and social media advertising. This is to enhance the reach and searchability of the various promotions and offerings under this campaign, and to encourage locals to keep on rediscovering the many things to see and do in Singapore.

Lynette Pang, assistant chief executive (marketing group), STB, said: “Through SingapoRediscovers, we encourage locals to explore Singapore, experience our vibrant tourism and lifestyle offerings, and support home-grown businesses... We look forward to leveraging [Klook's] digital marketing capabilities and extensive network of partners to amplify our efforts, as well as encouraging their users to support curated local experiences, quality promotions and content in the coming months.”

By partnering with STB, Marcus Yong, vice president marketing, APAC, Klook said the online travel platform, which has more than 600 local activities, hopes to "bring back a sense of joy and adventure as locals explore their own backyard" and "help businesses build collective demand and reignite the industry”.

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