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Esplanade-Theatres on the Bay’s Opening on 12 October 2002 ushers in a new era for the…
Esplanade-Theatres on the Bay’s Opening on 12 October 2002 ushers in a new era for the arts in
As part of a multi-agency committee involved in planning Esplanade’s Opening, the STB is driving the international marketing, promotions, media relations and advertising.
Efforts include a large-scale media programme to host up to 80 foreign journalists to Singapore to cover the Opening and the three-week Opening Festival. The hosted journalists represent 19 countries and 33 media outlets.
The STB has dedicated budget to advertising features in global and regional media such as the International Herald Tribune, Star TV, Bangkok Post, The Star newspaper of Malaysia and Kompas of Indonesia. Locally, Esplanade is regularly mentioned in STB’s newsletters and e-bulletins.
In collaboration with the travel trade, STB is working with tour operators who specialise in arts-focused vacations, to develop arts packages in conjunction with Esplanade’s Opening Festival. One such initiative is by Indonesia’s Panarama Tours, which has come up with a three-day ‘Esplanade Opening Festival’ package. In Thailand, a three-day ‘Esplanade Opening Festival’ package launched by Singapore Airlines (SIA) is promoted through STB/SIA joint ads.
The STB has also invited 46 leading tour operators and airline partners from around the world to experience the vibrant arts scene. Highlights of the programme will include a hosted theme dinner at the Merlion Park on Esplanade’s Opening night and tickets to ‘Reminiscing the Moon’ world premiere and London Philharmonic Orchestra concert.
Mr Asad Shiraz, Senior Director Tourism Marketing, said: Esplanade’s Opening is a milestone event and it provides an excellent opportunity to promote Singapore as a rising arts destination to the world. STB has worked closely with Esplanade to ensure that our marketing and promotional plans dovetail with Esplanade’s Opening plans, realising a celebration of unprecedented scale.
The Esplanade has been emphasised in all of STB’s marketing and promotional plans this year. STB took the message further and invited an Esplanade representative to meet with the travel trade at ITB (Internationale Tourismus Borse) Berlin this year. STB and the National Arts Council (NAC) also embarked on a joint North Asia arts media tour in August this year, to update the foreign media on Esplanade’s Opening.
In Singapore, the STB is helping to make Esplanade’s Opening celebrations more visible throughout the island. STB has produced Esplanade banners for display on several Government buildings in high-traffic areas and along Orchard Road. STB’s tourist information racks at Changi Airport will also be dressed up with special Esplanade headboards. Retailers, hoteliers, food and beverage operators are also drawn in to initiate their own Esplanade promotions. More than 90 hotels and serviced apartments throughout Singapore have agreed to carry promotional materials on Esplanade.
The Esplanade Opening Festival has been included as the highlight under the annual for Art’s Sake (fAs!) campaign this year. STB has developed a full range of collateral such as posters, brochures and postcards to publicise Esplanade’s Opening. The fAs! website will feature Esplanade’s Opening Festival, with an on-line contest where the winner will win a pair of tickets to Esplanade performances and two nights’ stay at The Oriental Singapore.
The Esplanade Landing Point for river taxis will start operations on 13 October. Built as part of STB’s initiative to connect Esplanade to the other offerings along the Singapore River through the river transport system, STB has developed a brochure and will ride on Esplanade’s Opening to highlight the waterfront offerings during the Opening period.
Mr Benson Puah, CEO, The Esplanade Co Ltd, said: Esplanade is grateful to STB for the support and assistance it has rendered us. STB, working hand in hand with us and other government agencies, has spearheaded efforts to reach out more effectively to our international audience, maximising Esplanade’s exposure and raising its profile internationally.
To ensure guests of those hotels in the immediate neighbourhood of Esplanade enjoy a good night’s sleep during the Opening night’s celebrations, STB has also produced 10,000 pairs of ear-plugs to be distributed to the hotels. The idea is to tease the hotel guests into joining in the celebrations taking place at their doorstep without imposing on their privacy.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
