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Published on : Monday, April 25, 2016
The Singapore Tourism Board (STB) unveiled a medium-term marketing strategy to rally the industry in tackling the increasingly complex tourism landscape. Grounded in insights and research, the marketing strategy was developed through in-depth study, analysis and consultation with local and international experts and industry players across the fields of marketing and travel.
“In today’s fast-changing tourism and consumer landscape, we cannot stay still. Consumers are increasingly distracted and demanding, and there is more competition from the region vying for their attention,” said Ms Lynette Pang, Assistant Chief Executive, Singapore Tourism Board.
“The future success of destination Singapore depends greatly on how we can step up to these challenges and turn them into opportunities for agile, bold and creative marketing ideas. This marketing strategy is our response to the challenges and opportunities ahead of us and to position us for the long term,” she added.
The marketing strategy is centred on three core ideas:
Telling a Great Singapore Story: To inspire travellers and potential visitors with a powerful, authentic narrative that conveys Singapore’s core identity, STB will embark on a review of the destination brand, and entrench this brand by rolling out an extensive global campaign. This global outreach will be supported by the use of rich content and new initiatives that bring the Singapore experience to our overseas audience.
Targeting the Right Fans: To optimise marketing efforts and drive sustainable growth, STB has sharpened target consumer segments and diversified our market portfolio. Based on studies of tourism data and with a view of emerging trends, four distinct customer segments are identified for further research.
Enhancing Delivery: Harnessing the latest technologies, STB will implement data-driven marketing and build a seamless information and services distribution platform to help the tourism industry engage visitors and potential travellers at a deeper level, thus generating leads and conversions. STB will also lead new initiatives that enable and encourage more Singaporeans and fans to share their stories.
“The road ahead is a challenging but exciting one. In this era of change, it is critical that our tourism partners join us in coming up with innovative and bold marketing ideas, and work together to maintain Singapore’s edge as a leading tourism destination,” said Ms Pang.