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STB launches burst 2 of digital campaign

The Singapore Tourism Board (STB) has launched the second part of its ‘Singapore - The Holiday You Take Home With You’ campaign that kick started last year. It has also prepared two new videos for the same which have been designed to be family centric and showcase the latest additions to Singapore’s attractions. Both visuals will be rolled out online in the next one month in an attempt to reach a larger section of customers than has been possible so far, revealed GB Srithar, Area Director South Asia Marketing, STB. He further added that Makemytrip.com and Kuoni India have partnered with the Board for this second burst, and will target consumers through print advertising. The campaign’s main target segment will be the experienced FIT.

“Burst two of our campaign has been made unique to India. The attractions and suggested itineraries are ‘fun for family’ and ‘whirlwind romance’ to cater to those segments. Also, we noticed that re-visiting Indians love to return to the attractions they enjoyed on their previous trips, which is why the website now features ‘Top 10 Must Visits’, listing out their favourite sites,” added Srithar.

Speaking about the Indian market, Chang Chee Pey, Executive Director, South Asia, Middle East and Africa, STB, stated that India is the third largest tourism receipt generator for the destination having spent US$ 1,103 million in 2011, which made up for five per cent of the country’s tourism receipts. Even the Changi Airport, he added, recorded India as its seventh largest source market. With this in mind, STB has joined hands with the Changi Airport and several other Singapore products to exhibit their offerings at SATTE 2013 in New Delhi. In lieu of the event, the Board is also in discussion to conduct roadshows in Delhi and Mumbai at the same time.

“There will be around 15 of us together at SATTE next year, which is a good opportunity to exhibit what we have to offer to the Indian market. We plan to conduct roadshows in Mumbai and Delhi during the same week as SATTE, either before or after it, featuring at least 10 of our partners from the trade show,” concluded Chee Pey.

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