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SINGAPORE: The Singapore Tourism Board (STB) and online booking platform Klook have launched a Singaporean $ 2 million marketing partnership to promote local tourism and lifestyle offerings under the SingapoRediscovers campaign, said the organizations on Monday (September 14).
The announcement comes after Singapore launched a S $ 45 million marketing campaign in July to encourage residents to take a local vacation and rediscover their home country while supporting local businesses, amid a drop in sales. foreign visitor arrivals due to COVID-19 travel restrictions.
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The partnership will last seven months starting in September, STB and Klook said in a press release.
It will focus on three areas: targeted promotions for products and experiences, content development, and digital marketing to drive spend.
Businesses will be encouraged to develop new products and experiences to inspire locals to explore precincts such as Orchard Road, Chinatown, Civic District, and Katong-Joo Chiat. These will include hotels, attractions, tour operators and gastronomic establishments.
“These new renewed products and experiences would also be selected in customized packages with attractive offers to appeal to different interest groups such as foodies, outdoor enthusiasts, value seekers, and weekend warriors – locals to who like to keep their weekends fresh and exciting, “said STB. and Klook.
“Some examples include combining a stay at Mandarin Orchard Singapore with an art jam session in the heart of Orchard Road or complementing a stay at the Mono Hotel in Chinatown with a nostalgic trip on Trishaw Uncle Guided Tours.”
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STB and Klook will also create “authentic” stories, including through video reviews and live streams, to highlight “hidden gems” and value-for-money promotions, as well as to raise the profile of various local businesses in Singapore. the statement said.
And to improve the reach and searchability of the various promotions and offers in the campaign, partners will invest in digital marketing initiatives such as search engine marketing, display advertising and social media.
“A DIFFERENT SIDE OF SINGAPORE”
Last month, Deputy Prime Minister Heng Swee Keat announced that S $ 320 million in tourism credits would be awarded to Singaporeans in an attempt to boost domestic tourism, adding that the Ministry of Commerce and Industry would provide more details in September.
“Many Singaporeans love to travel, but now they can’t … but I hope Singaporeans will seize the opportunity to explore our local culture and heritage, nature, art and architecture,” Heng said.
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STB and Klook said they both share a common goal of wanting to encourage locals to experience “a different side of Singapore.”
“We look forward to leveraging (Klook’s) digital marketing capabilities and extensive partner network to expand our efforts, as well as encourage its users to support select local experiences, quality promotions and content in the coming months,” said Lynette Pang, Assistant Executive Director of the Marketing Group of the Singapore Tourism Board.
Klook Vice President of Marketing Marcus Yong said the company hopes to help companies “reignite the industry.”
“Through this partnership, we hope to bring back a sense of joy and adventure as the locals explore their own backyard,” he said.
