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
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,
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.