Singapore Tourism Board has appointed Touchdown Marketing to develop and drive a series of marketing partnership campaigns to strategically promote Singapore to new audiences in the UK. The campaign will aim to heighten awareness of Singapore’s vibrant diversity and position the destination as the ‘New York of Asia’.
Singapore is a unique world city, famous for its blend of culture, cuisine, arts and architecture appealing to a diversity of travellers. Primarily targeting key audiences within beauty, retail, leisure, entertainment and food and drink sectors, Touchdown will identify partners with whom the Singapore brand can engage to reach a cross-section of UK customers through joint marketing initiatives.
Singapore Tourism Board’s area director for northern and western Europe, Divya Panickar comments: “Singapore’s greatest appeal is the combination of its western and oriental cultures. We have chosen to embark on a brand affinity marketing campaign to help highlight its attractions across a widely segmented audience. Through partnership marketing we are able to target UK travellers with similar interests, and promote Singapore as a great value destination and desirable holiday choice.”
Chris Taylor, Touchdown Marketing’s commercial director says: “By targeting the sectors identified by STB, we can provide brands with added value to their customers through competition prizes or specially created holiday packages to Singapore. The win-win activity provides rewards to brands’ existing customers and generates loyalty, whilst attracting new customers for Singapore Tourism Board and driving visitor numbers through this valued introduction to the destination’s assets”.
Singapore is a world-class lifestyle destination, ideal for both a weekend or longer stay, with its fabulous shopping and vibrant nightlife, boasting chic bars and 24-hour eateries to keep visitors entertained until the early hours. For a more relaxed leisurely break, visitors can stay for longer to enjoy the abundance of attractions from the famous night safari and Raffles Hotel to the bustling waterfront village of Clarke Quay. The offshore islands including Sentosa and the rustic Pulau Ubin, offer plenty for those interested in cultural breaks, cycling, walking, spas, beaches and simply getting away from it all.
The new appointment comes at an exciting time for Singapore. The destination has enjoyed a wealth of new developments in recent months including the opening of the world’s tallest observation wheel - the Singapore Flyer - in March 2008 and will welcome the Formula 1TM SinTel Singapore Grand Prix to its streets for the first time this September for what will be the first night race in Formula One history.