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Singapore Tourism Board and Mastercard launch marketing partnership to boost domestic tourism

Author: Theodore Koumelis / Date: Tue, 11/23/2021 - 08:54

Domestic campaign will see the launch of 16 new and exclusive “Priceless Experiences” including sailcations, staycations, movie experiences, local adventures, and gin creation workshops for locals ahead of upcoming holiday season.

SINGAPORE - The Singapore Tourism Board (STB) and Mastercard have jointly launched a range of 16 new and exclusively-curated local tourism and lifestyle experiences, just in time for the year-end holiday season. The experiences are part of their new domestic marketing campaign, to encourage locals to continue exploring the city and rekindle connections with their loved ones.

Bringing together SingapoRediscovers campaign and Mastercard’s Priceless Singapore platform, the Rediscover Priceless Singapore campaign will support domestic tourism businesses and promote local brands that embody the Singapore spirit of turning possibilities into reality.

The campaign is based on consumer insights jointly developed by STB and Mastercard. Two audience segments – Families and Young Professionals – have been identified, as they make up more than half of local cardholders. During COVID-19, domestic spending by Families held steady with around 30 per cent of their spend channeled towards dining, retail, attractions, and accommodation categories. Young Professionals’ domestic spend grew by 14 per cent, with around 30 per cent of their spend going towards dining, retail, and accommodation categories.

Using these insights, STB and Mastercard curated 16 diverse experiences across these categories to provide opportunities for locals to rediscover and share priceless moments and spend quality time with family and friends. Some of the experiences feature Made With Passion brands, for instance, sampling gins and creating a personalized bottle of gin at Brass Lion Distillery or being the first to savour Straits Preserves’ Ginger Garden Tea, alongside the brand’s signature marmalade and nut butters. Mastercard cardholders will also get to enjoy a wide range of Priceless Specials, with over 100 deals across dining, retail, attractions, and accommodation categories, including 1-for-1 promotions, discounts, and value-added gifts.

Lynette Pang, Assistant Chief Executive (Marketing Group) of the Singapore Tourism Board, said: “We are delighted to team up with Mastercard to support Singapore brands and help locals reconnect with their family and friends. The pandemic has transformed human relationships on many levels, and we hope these exclusive experiences, based on real data and insights, will encourage all of us to rediscover our city safely – and create priceless moments with our loved ones.”

Deborah Heng, Country Manager, Singapore, Mastercard, said: “Mastercard is proud to be working with the STB on an initiative that will lift the spirits of locals, and the health of the local economy. Whether enjoying fine dining, a staycation, or a guided trip through a nature reserve, these diverse experiences offer something truly priceless for those looking to rediscover Singapore’s tourism and lifestyle offerings.”

The 16 experiences will run till 31 January 2022.

The Rediscover Priceless Singapore is a first-of-its-kind marketing partnership between STB and Mastercard, where a domestic campaign is developed based on anonymized consumer insights on spending behavior and trends. Next year, STB and Mastercard will deepen their collaboration by launching international campaigns to attract visitors to Singapore. More details will be shared later.


Theodore Koumelis

Co-Founder & Managing Director

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