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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.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
