Changi, STB sign biggest partnership
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Singapore‘s Changi Airport Group (CAG) and the Singapore Tourism Board (STB) have signed their largest marketing partnership to date, worth SG$35 million (US$25m).
The new two-year agreement will see the two organisations embark on joint marketing campaigns both locally and in key global markets, with the aim of building driving more travellers to Singapore.
CAG said that one of the key parts of the partnership is to “inject more local flavour to the in airport experience”, with plans to showcase local brands and culture across Changi’s terminals.
The partners will also collaborate on marketing initiatives in Australia, Indonesia, China and India, engaging with local trade partners including travel agents, airlines and cruise lines to create packages and itineraries for travellers to Singapore.
CAG and STB will also work with Singapore Airlines on the new campaigns.
“Singapore and Changi Airport are known for efficiency. There are many other rich aspects about Singapore as a destination that we would like visitors to know more about and experience for themselves. Hence, this collaboration is a tremendous opportunity for us to shape global perceptions by showcasing memorable facets of Singapore, and help generate a desire for the Singapore experience,” said Lionel Yeo, STB’s CEO.
The partnership forms part of Singapore’s overall goal to achieve “sustainable annual growth in visitor arrivals of 3-4% over the next decade”, the STB said.
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