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Hot on the heels of the marketing campaign launches for China and Australia, the Singapore Tourism Board (STB) unveiled its latest plan targeted at the India market. “The Holiday You Take Home with You”, the third in a series of customised and differentiated marketing campaigns, follows the previous campaigns in the adoption of a consumer-centric approach by tailoring its experiences based on a deeper understanding of the needs of Indian leisure travellers. The visitor-centricity is in line with Singapore?s destination brand, YourSingapore, which empowers visitors to personalise their unique Singapore experience according to their needs and wants.
Recognising the unique, evolving needs of the India market
Through years of presence and in-market engagements held with Indian consumers, STB has deepened its understanding of the market and observed changes in their travel habits, needs and the way Indian travellers research and plan for their leisure trips.
Indian travellers today possess a more global worldview, and in-market interactions have uncovered Indian consumers? preferences for families to travel and bond together through shared learning experiences. They seek much more out of their holidays and put priority on aspirational, engaging experiences that deliver quality and enrichment, and which suit their passions and interests at the same time. Many also research and plan their own Free and Independent Traveller (FIT) itineraries on the Internet, eager to try out new things.
Tailoring quality, enriching experiences for Indian travellers
At the same time, the tourism landscape in Singapore has undergone tremendous changes in recent years, with a myriad quality experiential and enriching activities, many of which appeal to Indian travellers.
“The Holiday You Take Home with You” campaign, launched on 20 March in major cities including Mumbai, New Delhi and Bangalore, highlights Singapore?s tailored offerings which appeal to the Indian audience. The core of the campaign touches on four pillars of enriching experiences, namely Family Fun, Active Lifestyle, Culinary and Romance. Beyond the sights and sounds of Singapore, visitors can delve deeper into the wide range of activities from swimming with the dolphins, taking cooking classes on Peranakan cuisine to picking up a new skill like skydiving.
Ms. Sophia Ng, STB’s Assistant Chief Executive for Marketing explained, “These enriching experiences resonate with the discerning and adventurous tastes and preferences of Indian travellers, who seek more than just a „checklist? or “see-and-take-photos holiday”, preferring instead a more experiential and engaging journey of discovery. Singapore is well-positioned to cater to this need as there is a diversity of rich culinary offerings, and quality attractions and entertainment options, as well as a multitude of avenues for visitors to tap deeper into these experiences, like behind-the-scenes at the Singapore Zoo or learning to surf at Sentosa. All these activities allow visitors to build deeper relationships, gain new skills and knowledge with their loved ones, and return home enriched.”
Co-creating with travel partners
Besides PR and print advertisements, the campaign takes on a digital thrust with online and mobile advertising, a dedicated India landing page on the YourSingapore destination website and social media activities, including a Facebook quiz.
In addition to these marketing efforts, the campaign sees strategic collaborations between STB and key specialised travel partners in India to co-create and offer itineraries and travel packages across the four core pillars of enriching experiences.
Mr. Madhavan Menon, Managing Director of Thomas Cook (India) Ltd added, “We are delighted to partner with Singapore Tourism Board on the launch of their new campaign, Singapore – The Holiday You Take Home with You. As pioneers of travel, with a vibrant heritage of over 130 years, this unique partnership with Singapore Tourism Board will bring to Indian travellers a truly enriching and experiential range of “Active Lifestyle” and “Family Fun” experiences. In keeping with our strong focus of innovation and exceptional customer service, our tie-up with Singapore Tourism Board, further enhances our unique and diverse customer centric product-service portfolio.”
Travel partner, Mercury Travels is offering itineraries focusing on the other two pillars of enriching experiences, Culinary and Romance. Its CEO Mr. Aashutosh Akshikar said, “Holidays are a time for memorable experiences and family bonding. Singapore’s “The Holiday You Take Home with You? campaign brings to the fore experiential travelling that helps strengthen familial bonds. From a romantic holiday to a family vacation, or even from a culinary programme to an active holiday, Singapore is certainly a great holiday destination.”
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
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