STB plans its Middle East re-brand offensive

Guest Writer

The Singapore Tourism Board (STB) is preparing to launch is new branding campaign - ‘YourSingapore’ – in the Middle East via promotion work at Arabian Travel Market (ATM) and during sales calls and road shows. STB Area Director Middle East and Africa Jason Ong said additional promotional activity this year would include “networking events to showcase Singapore’s new developments and enrichment activities to local Arabs”.”We welcome initiatives from other travel trade partners to reach out to the locals via direct marketing and other channels,” he added.The ‘YourSingapore’ campaign, which replaces ‘Uniquely Singapore’, is designed to reflect get across the message that a trip to Singapore can be easily personalised thanks to the concentration” of sights, sounds, tastes, culture, and attractions, coupled with unparalleled user-centricity”.At the heart of the campaign is a holistic digital approach with an innovative and interactive website found which allows Middle East travellers to conceptualise and plan their individual Singapore travel itinerary in a user-friendly manner.The campaign website facilitates sharing of experiences among travellers and Singapore residents alike, and will be powered by multimedia content about all things Singapore. “In an increasingly crowded market for destination marketing, YourSingapore allows the Singapore Tourism Board to build upon the emotional connection that travellers feel with Singapore, and connect with them in the digital space,” said Ong. “The Middle East is experiencing the world’s highest growth rate in Internet penetration and our new website allows the region’s increasingly tech-savvy traveller to take a virtual tour of Singapore, before making their trip a reality. We are confident that this new brand and website will be a hit with Middle East travellers”. Middle East travellers can use the website to create their own itineraries and share their thoughts and experiences on Singapore through their own social networks, or via email. Last year Singapore saw a 2.7 percent increase in visitors from the Middle East, with a total of 117,000 visitors arrivals from the region. STB is predicting record tourism numbers for 2010, forecasting total annual visitor arrivals to hit between 11.5 million and 12.5 million - up from 9.7 million in 2009 - plus a year-on-year rise in tourism receipts from S$17.5 billion to S$18.5 billion.

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