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The Singapore Tourism Board (STB) launched its series of differentiated marketing campaigns, starting with the New Discoveries campaign in Beijing, China. This has been tailored to suit the needs of consumers in China. In the coming months, customised marketing plans will be rolled out in phases across other key markets, including Australia, India, Indonesia and Malaysia.
The new approach, which is focused on addressing consumer needs, marks a departure from the destination marketing strategy that STB used to employ across different markets. The consumer marketing approach has resulted in more targeted and integrated marketing campaigns that will comprise PR, above and below-the-line advertising and digital marketing.
“In the past year, we have deepened the understanding of consumers in the various regions. This has allowed us to develop strategies that are customised to the needs of individual markets. By understanding consumer needs, we can create and deliver better quality experiences to visitors. This is a natural evolution of the YourSingapore destination brand that emphasises the personalisation of experiences. We believe that this visitor-centricity will increase the appeal and relevance of Singapore, and help build a stronger brand in the long term.” said Ms Sophia Ng, Executive Director, Brand and Marketing of the Singapore Tourism Board.
Earlier this year, STB embarked on various in-market engagements with consumers and trade which have provided an increased understanding of the consumers from these initial launch markets. This, coupled with STB’s market knowledge gleaned from years of operating overseas, enabled the team to develop customised marketing plans. With these insights, STB will also work with industry partners, both locally and in the markets, to develop and package more meaningful destination experiences.
Chinese Consumer Insights & New Discoveries Campaign
From conversations with various consumers and trade, STB found that whilst Chinese still come on packaged tours, many are increasingly making their own online bookings and travelling as free, independent travellers. More significantly, they sought a greater depth of travel experiences that include new, unique experiences.
“The New Discoveries marketing campaign leverages this consumer insight in order to enhance our engagement with the Chinese audience. Singapore is a city that is constantly evolving and renewing itself. On top of what consumers already know of Singapore’s well-known tourist attractions, we want to help Chinese deepen their understanding of our city, providing them with compelling reasons to visit Singapore again and again.” added Ms Ng, “Not only do we want to share the new experiences that Singapore offers, we would also like to encourage our Chinese visitors to look beyond the surface and uncover for themselves the hidden gems.”
STB has also partnered with three major travel agencies in China, namely GZL International Travel Service, CYTS and Ctrip to launch a series of New Discoveries packaged tours. In addition to pre-arranged flight and accommodation options, these free and easy tour packages come with a fully personalisable itinerary. Chinese can choose from a menu of dining, culture and retail recommendations, coupled with essential travel services such as car rental and guided tours. Alternatively, semi free and easy tour packages, with guided tour services for the first part of the tour, can help first-time visitors familiarise themselves with Singapore, before they customise their itinerary for the remaining part of the trip.
The New Discoveries launch event was held at Beijing’s edgy 798 art district with home-grown celebrity Stefanie Sun playing her part as Singapore’s Tourism Ambassador for Greater China by sharing her favourite spots in Singapore. In the coming months, the campaign will also feature local Chinese advocates at various PR and communication touch points, including social media platforms such as Sina Weibo, Douban and Renren to reach the Chinese audience.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
