In an attempt to increase tourist arrivals to Singapore, Singapore Tourism Board (STB) recently launched the third phase of its ‘Singapore – the holiday you take home with you’ campaign. The campaign exclusively designed for Indian tourists seems to be a perfect fit as more and more Indians begin to travel abroad. The campaign recognises the Indian traveller’s shift in the current scenario when the country has recently recorded reduced Indian visitors owing to the devaluation of Indian rupee against Singapore dollar.
Indians are among the top five travel markets for Singapore. STB’s latest campaign’s tagline is ‘Leave Curious, Return Inspired’. The first two phases of the campaign promoted Singapore as an ideal romantic getaway and as a place to enjoy and celebrate. The third phase promotes it as a place of wonder and learning. “Through this campaign returning and new visitors alike will be captivated by the diversity of our wildlife and marine-themed attractions as well as the compelling story of Singapore’s conservation efforts. These will create cherished memories to bring home,” said Chang Chee Pey, Executive Director for South Asia, Middle East and Africa, STB.
Elaborating on the new campaign, Pey said, “The campaign mainly focuses on the wildlife, nature and marine life. We will also be releasing videos of Bollywood Actor Mandira Bedi’s family trip to Singapore. These feature her trip to the Marine Life Park as well Singapore Zoo, F1 circuit drive and dinner destinations for couples.”
Isabel Cheng, Chief Marketing Officer, Wildlife Reserves Singapore (WRS) added, “Over the years, we have seen a robust increase in the number of Indian travellers visiting Jurong Bird Park, Night Safari and Singapore Zoo. This year, we are pleased to welcome them to Singapore’s newest attraction, River Safari, Asia’s first and only river-themed wildlife park that provides an immerse experience. The grand opening of this river-themed water park, the first and only in Asia, will be conducted in December and all the attractions will be functional thereafter. Together, our four parks offer the ultimate wildlife experience for visitors to Singapore. We receive a good mix of groups, families, FIT’s and MICE. For WRS Indians are among the top five source markets.”
STB will continue to partner with MakeMyTrip, Kuoni India, Mercury Travels, Thomas Cook, Yatra.com and Cox & Kings to reach consumers across India. GB Srithar, Area Director, South Asia, STB opined, “We want people to come out and experience offerings, like the Universal Studios Singapore and Gardens by the Bay, cultural celebrations such as Deepavali and Christmas Light Up at Orchard Road and Singapore River; the year-end music festival ZoukOut; as well as a wide variety of dining and shopping options.”
