Singapore's new push highlights its multi-faceted appeal

4 May 2010

Singapore’s latest promotion campaign “Your Singapore”, interpreted on, puts forward a simple message.

It’s Singapore as you like it and how you like it.

Ken Low, assistant chief executive of the Singapore Tourism Board’s (STB) marketing group, told Business Traveller that the initiative was a logical progression from the previous “Uniquely Singapore” tagline. “Our earlier focus was on Singapore; now we have moved into new territory and put the focus on the customer.

“With Singapore so compact and safe, it’s easy to offer ways to personalise a visitor’s experience.”

Current consumer demands, the STB has learned through extensive research, revolve around empowerment and being provided with a range of choices.

Said Low: “With a repeat visitor factor of 60 percent, Singapore has to keep updating and transforming itself to fulfill people's desire to re-experience the place."

Navigating is different from other destination websites due to the intense interaction between the user and platform. Each "tile" on the landing page corresponds to an activity or event (the larger, the more current) of a particular appeal. Clicking on it reveals the relevant information.

The site is also transaction-ready, allowing users to book flights, hotels and tickets through third party vendors.

Lo described as a work in progress that would increase in capabilities and functions, aimed at engaging the customers in services such as a digital concierge, as soon as they are developed. Some would be free, others would be charged, he said.

Although at this early stage, the website is skewered toward leisure or independent travellers, event organisers will also find it useful. Said Low: "The meeting delegate is put at the centre of the programme, and having a lot of activities put at their disposal only enriches their stay."

Margie T Logarta

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