Singapore Tourism launches new marketing campaign for India

The Singapore Tourism Board (STB) unveils its latest plan targeted at the India market. "Singapore ' The Holiday You Take Home with You", the third in a series of customised and differentiated marketing campaigns after those in China and Australia, adopts a similar consumer-centric approach by tailoring experiences based on a deeper understanding of the needs of the Indian leisure travellers. By understanding their needs, better quality experiences can also be created and delivered, which is a natural evolution of the YourSingapore destination brand with its emphasis on personalisation of experiences.

Through years of presence and engagements held with Indian consumers, STB has observed changes in the travel habits and needs of Indian travellers. Today, Indian travellers possess a more global worldview and have discerning travel needs. Indian consumers prefer for families to travel and bond together through shared learning experiences. Many also research and plan their own Free and Independent Traveller (FIT) itineraries on the Internet, and are eager to try out and learn new things.

The new marketing campaign will focus on quality tailored offerings that appeal to the Indian audience. The core of the campaign rests on four pillars of enriching experiences, namely family fun, active lifestyle, culinary and romance. Singapore offers the promise of a deeper and more engaging experience beyond a usual holiday; through experiential and shared learning activities, the campaign wishes to draw an emotional connection between travellers and the destination.

Randall Tan, STB's Regional Director for South Asia, Middle East & Africa, said, "Indian travellers' preferences have truly evolved; they are more adventurous and seek much more out of their holidays today. There is greater interest in quality, aspirational and engaging experiences that allow visitors to build deeper relations, as well as acquire new skills and knowledge with their loved ones. They will return home enriched. Our campaign is thus an invitation to Indian travellers to explore an "experiential touch-do-and-engage holiday' instead of the mere "checklist holiday'.

The campaign is driven largely by a digital thrust that features online and mobile advertising, a dedicated India landing page on the YourSingapore destination website, and social media engagement, including a Facebook quiz. The dedicated webpage allows easy navigation and customisation of one's travel itinerary, and also highlights the new enriching itineraries under culinary, family fun, romance and active lifestyle, travel agent listings and travel essentials, along with a social media component to enable travellers to have first-hand information about the latest events taking place in Singapore.

The YourSingapore Facebook page will feature engaging applications and wall posts such as conversations and photos shared by fans, centred around the travelling behavior of Indians to help STB build a direct relationship with Indian travellers. Fans can also participate in the "Unravel & Travel' quiz and stand to win holidays to Singapore.

The campaign will also see strategic collaborations between STB and key specialised travel partners like Thomas Cook (India) Ltd. and Mercury Travels to co-create and offer travel packages across the four core pillars of enriching experiences.

Madhavan Menon, Managing Director of Thomas Cook (India) Ltd added, "We are delighted to partner with Singapore Tourism Board on the launch of their new campaign, "Singapore ' The Holiday You Take Home with You". As pioneers of travel, with a vibrant heritage of over 130 years, this unique partnership with Singapore Tourism Board will bring to Indian travellers a truly enriching and experiential range of "Active Lifestyle' and "Family Fun' experiences. In keeping with our strong focus of innovation and exceptional customer service, our tie-up with Singapore Tourism Board further enhances our unique and diverse customer centric product-service portfolio."

Travel partner Mercury Travels will offer itineraries focusing on the culinary and romance pillars of enriching experiences. Its Chief Executive Officer Aashutosh Akshikar said, "Holidays are a time for memorable experiences and family bonding. Singapore's "The Holiday You Take Home with You" campaign brings to the fore experiential travelling that helps strengthen familial bonds. From a romantic holiday to a family vacation, or even from a culinary programme to an active holiday, Singapore is certainly a great holiday destination."