Thomas Cook Group and Singapore Tourism Board have announced a major cooperative marketing agreement aimed at promoting Singapore as a unique holiday destination rather than just a stop-over haven for UK visitors.

The agreement is the first collaborative deal Singapore Tourism Board has executed with Thomas Cook in the UK, and is part of a fully integrated omni-channel campaign targeting travel-intenders across Thomas Cook’s platforms from online to in-store, direct and third party media.

The national partnership, which will initially last for three months from its launch in February 2015, will see Thomas Cook and Singapore Tourism Board integrate traditional and digital media in a high-profile, multi-media campaign that fully utilises all of the holiday company’s consumer and trade touch-points.

It will include branded content in print and online, in-store promotions across Thomas Cook’s retail estate, prominence in brochures and posters, a variety of social media activities and innovative print and digital marketing activity. 

The initiative will be further supported by print advertising and digital, data-focussed marketing in Thomas Cook’s stores and beyond.

Singapore Tourism Board’s ‘Get into Singapore’ initiative aims to raise awareness and educate the unique dining, culture, nature, vibrancy and energy experience; inspiring millions of UK travellers why Singapore’s ‘Hidden Gems’ can provide a five day exclusive vacation.

The core focus of the partnership is to offer holidaymakers a deeper understanding of Singapore and all that it has to offer, while educating them on the many reasons to visit Singapore with a view to driving Thomas Cook’s customers to the country.

In 2015, Singapore celebrates its Golden Jubilee and to commemorate this milestone, the nation will be celebrating throughout the year with numerous events.

“This partnership with Singapore capitalises on the enormous reach that Thomas Cook has to millions of UK holidaymakers,” said Richard Raperport, senior international partnerships manager, Thomas Cook’s Group.

“Leveraging the full strength of Thomas Cook as an omni-channel retailer, the initiative will utilise our deep insight into consumer travel behaviour to drive deeper awareness of Singapore as a compelling destination for UK consumers.

“Combining our best in class data-focussed marketing and our travel agent expertise, we are dedicated to driving significant success and return on investment for Singapore tourism.”