The Singapore Tourism Board launches the differentiated marketing campaign "Only in Singapore, Right Now!" in Jakarta aiming to delever experiences based on Jakarta consumer needs.
SINGAPORE – Following the series of differentiated marketing campaigns launched in China, Australia and India, the Singapore Tourism Board (STB) has launched another such campaign, this time designed with the Indonesian tourist in mind. The new campaign – “Only in Singapore, Right Now!” – is launched in Jakarta and like its predecessors, it is focused on tailoring and delivering experiences that are based on a deeper understanding of consumer needs in key visitor-source markets.
Understanding the Indonesian market
Indonesians travel abroad for differentiated lifestyle needs such as shopping, entertainment, attractions and dining. A majority are free and independent travellers (FIT) who are familiar with nearby city destinations and are particularly drawn to new experiences. Social media is the biggest source of information sharing.
While Indonesian visitors to Singapore are already familiar with the destination’s attributes, they are constantly seeking more information on what’s new and coming up here. Research also showed that most Indonesian visitors to Singapore are repeat visitors, with a majority of them having visited Singapore in the past three years.
Only in Singapore, Right Now!
“Through years of engagement in the market and research into consumer needs and behaviour, we have learned much about the Indonesian tourist. The “Only in Singapore, Right Now!” campaign leverages such valuable insights to deepen our engagement with this important market. Although many Indonesian visitors are already familiar with Singapore, there is still more that we can convey, such as the sheer concentration of activities and lifestyle options they can experience. All these, together with the fact that Singapore is only a stone’s throw away from Indonesia, make Singapore an ideal destination for frequent trips. To welcome Indonesians to return time and again to enjoy the wide range of compelling and exciting offerings, we aim to facilitate easy access to the host of activities and lifestyle options coming up in the near future”, says Ms. Sophia Ng, Assistant Chief Executive, Marketing Group, Singapore Tourism Board.
She adds, “By understanding and catering to the needs of frequent travellers, we hope to attract more of such travellers to Singapore. No longer will Indonesians have to browse through many different websites and platforms to get the necessary information. The YourSingapore Live website provides the Indonesian market a one-stop platform to the latest happenings in Singapore, as well as the ease of booking flights and event tickets.”
The YourSingapore Live website is a wealth of carefully chosen, up-to-date lifestyle experiences that will appeal to the Indonesian audience. Featuring the latest happenings, users will be constantly apprised of the latest information about concerts, shows and musicals, restaurant openings, exhibitions and multitude of other lifestyle offerings.
Co-creating with travel partners
In addition to STB’s marketing efforts like PR, print, mobile, advertising and digital tactics like social media, facebook and twitter, the campaign incorporates strategic collaborations between STB and partners like Air Asia Indonesia and Standard Chartered Indonesia, to co-create and offer exciting offers and benefits to consumers that can be found Only In Singapore.
With a total of 13 daily flights from four cities in Indonesia by AirAsia and a selection of flights from early morning or late evening, flying to Singapore has never been so easy. AirAsia also sweetens the deal by making it more affordable to hop on a plane to Singapore. AirAsia Indonesia CEO, Dharmadi said, “Singapore is one of the favourite destinations for our guests. Currently we fly Indonesians to Singapore from four big cities, such as Jakarta, Bandung, Yogyakarta, and Bali. Therefore, it is a great opportunity for us to partner with Singapore Tourism Board. Together we will continue to provide the best service at the lowest fares to visit Singapore.”
The use of Standard Chartered credit cards when in Singapore will also entitle Indonesian visitors to a variety of discounts and rewards in more than 1,000 Singapore establishments. Hence, Standard Chartered Bank Indonesia’s tie-up with STB will not only reward the top spenders in Singapore with exclusive experiences, but also help to enhance existing lifestyle offerings by adding further merchant privileges that one cannot find elsewhere.
Luc Citrinot a French national is a freelance journalist and consultant in tourism and air transport with over 20 years experience. Based in Paris and Bangkok, he works for various travel and air transport trade publications in Europe and Asia.
