Making Singapore "yours"

8 Mar 2010

Singapore “personalised” is the promise of YourSingapore, the latest brand initiative to capture the destination’s latest slew of attractions and experiences.

At the core of the campaign, spearheaded by the Singapore Tourism Board (STB), is a holistic digital approach, reflected in the new website

The highly interactive platform allows travellers, whether on corporate or leisure, to conceptualise and plan their particular Singapore itinerary in a user-friendly manner.

True to Singapore’s trend-setting reputation, this latest marketing tool enables all the latest social networking communities on the internet such as blogger engagement (especially between visitors and local residents), mobile, social media and travel e-commerce to be accessed easily and fun to navigate.

Ken Low, assistant chief executive of STB’s marketing group, said STB had to transform the way it reached out to visitors, given the changes in the way people planned and booked travel. He commented: “To differentiate Singapore in what is becoming a crowded market for destination marketing, STB had to embrace global trends and the shift in media consumption to the extent that we put digital at the heart of marketing communications.”

The move from passive content consumption to the active engagement of empowered individuals, due to the dominance of digital and social media, plus rising consumer demands for personalised travel experiences, he added, were the main factors for this next chapter in Singapore’s brand story.

Margie T Logarta

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