MarketingSingapore Tourism Board and Mastercard partnership focused on families and young professionals ahead of year-end holiday season.

Singapore launches 16 “priceless experiences” to boost local tourism

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This year’s Christmas Wonderland at Gardens by the Bay will feature a 44m-long Walk of Stars light tunnel; a 20.5m-tall Spalliera; and a 30m-long Enchanted Bridge.
This year’s Christmas Wonderland at Gardens by the Bay will feature a 44m-long Walk of Stars light tunnel; a 20.5m-tall Spalliera; and a 30m-long Enchanted Bridge. Photo Credit: Gardens by the Bay

Singapore Tourism Board (STB) and Mastercard have launched a marketing partnership to promote local experiences ahead of the year-end festive period. Targetted at young professionals and families, the campaign features 16 exclusive experiences such as sailcations, staycations, movie experiences, local adventures and gin creation workshops.

The priceless experiences were curated based on recent consumer insights developed by STB and Mastercard, with the identification of the two audience segments, who made up more than half of local cardholders.

The insights revealed that domestic spending by families remained consistent with around 30% of spend channelled towards dining, retail, attractions and accommodation. Domestic spend for young professionals, on the hand, grew by 14%, with around 30% of spend on dining, retail, and accommodation.

Geared at creating special moments to share with loved ones, the campaign also highlights companies and brands such as Lion Distillery which are under the Made with Passion label. The campaign supports local tourism businesses under the SingapoRediscovers and Mastercard’s Priceless Singapore platforms to promote local brands.

Lynette Pang, Assistant Chief Executive (Marketing Group) of STB said that the campaign would encourage the rediscovery of the city in a safe and enjoyable manner while promoting priceless moments.



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