The Singapore Tourism Board (STB) and Expedia inked a two-year global marketing partnership. Its focus is to stimulate the local tourism industry by supporting home-grown businesses and strengthen Singapore’s position as a destination of choice when international travel resumes.
Domestic marketing
From now till April 2021, STB and Expedia will team up to support the on-going SingapoRediscovers campaign. Residents in Singapore can look forward to a selection of exciting domestic holiday bundles, attractive staycation offers, attractions and tours that cater to a variety of interests and budgets. There will also be inspirational content that shines the spotlight on some of Singapore’s unique local highlights and hidden gems, inviting locals to rediscover 10 of our key precincts. These will be hosted on a STB-Expedia SingaporeRediscovers campaign landing page. As part of overall efforts to rebuild trust in travel and provide greater assurance of safety and cleanliness for locals and subsequently international travellers, the landing page will also highlight the SG Clean certification programme.
International marketing
As international travel gradually resumes, STB and Expedia, through its Expedia Group Media Solutions
brand, will jointly promote Singapore as the destination of choice in 10 overseas markets – Japan, South Korea, Hong Kong, United Arab Emirates, Germany, France, Switzerland, Canada, United Kingdom and United States. Apart from offering attractive promotions for travel-related products and experiences such as flight promotions, online display ads and creative campaigns will also be rolled out to put Singapore at the top of international travellers’ minds.
“Local businesses are the heart and soul of our tourism industry, and it is important to support them
through this challenging period. When global travel returns and when the time is right, this partnership with Expedia will allow the Singapore tourism industry to tap on Expedia’s vast global network and user base to help local businesses reach new customers. In the immediate term, we will encourage locals to rediscover their neighbourhoods and precincts, and to support their favourite businesses safely and responsibly,” said Ms Lynette Pang, Assistant Chief Executive (Marketing Group), Singapore Tourism Board.
“The pandemic has caused an unprecedented crisis for the tourism industry, and the reopening of
tourism-related businesses and managing their recovery in a way that is safe, attractive and economically viable for our customers will require coordination at a level not seen before. As we work towards stimulating demand for domestic tourism and subsequently international leisure tourism as global travel gradually resumes, Expedia is uniquely positioned to leverage our global expertise, influence and technology to reinvigorate the Singapore tourism industry and help local tourism establishments sustain and grow their operations in the post-pandemic future,” said Mr Ang Choo Pin, Senior Director, Government and Corporate Affairs, and Managing Director Asia, Expedia Group.
“Over the past few months, we have been introducing more unique tour offerings to inspire and educate Singaporeans about our local culture and heritage. Bringing together an established and renowned online travel brand like Expedia with the Singapore Tourism Board allows us to tap into a global platform, reaching more Singaporeans while gaining access to overseas visitors from various markets, offering them a quality and safe learning experience with us,” said Mr Bhajan Singh Sandhu, Director of A+B Edu Tours and Travel Pte Ltd.
Mr Lawrence Koh, CEO of iFly Singapore said: “iFly Singapore is one of Singapore’s most popular
attractions, frequented by both Singaporeans and overseas visitors. When travel came to a standstill,
it propelled us to adopt various measures like redesigning our packages for the local market and restructuring our approaches to defray costs to stabilise the business. This partnership between Expedia and the Singapore Tourism Board and the marketing efforts stemming from the SingapoRediscovers campaign helps puts us on track to recovery and we are looking forward to welcoming even more Singaporeans and visitors, especially during the year-end holidays.”
