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Thursday, 29 November, 2018, 10 : 00 AM [IST]

STB looking for more B2C partnerships in India for direct engagement

Launches second phase of its ‘Passion Made Possible’ brand campaign
With India having emerged as its no 3 source market in 2017, the Singapore Tourism Board (STB) is open to non-travel trade partnerships for working with different platforms to reach out to consumers through multiple touch points.

 According to GB Srithar, Regional Director, South Asia, Middle East & Africa, STB, “We lay major emphasis on travel trade engagement in the Indian market. However, we are looking to strengthen our reach with consumers through non-travel trade partnerships. Recently we collaborated with Paytm, becoming the first NTO to do so. We have also done a music video in partnership with VH1 MTV for the Unstoppable video which has recorded 2.6 million views on YouTube.” 

Elaborating further, Srithar said as part of their strategy of deepening and expanding partnerships, they are now looking at engaging with consumers in local languages. As part of this process, STB has released a video in Tamil language featuring ace musician Ilaiyaraaja  based on a song composed by him on Singapore 40 years with a new look and feel. “Besides Tamil Nadu, this video is targeting at the entire South India market.”

Srithar was talking to TravelBiz Monitor at the launch of the second wave of STB’s Passion Made Possible brand campaign in India with #PartyLikeInSG. This phase 2 of the campaign focuses on Socialisers, Culture Shapers and Action Seekers to offer a more immersive experience of destination Singapore. Talking about this campaign, Srithar said, “It is the new unified brand adopted by the Economic Development Board and Enterprise Singapore catering to all the target segments. One of the key take away of this campaign is that increasingly travellers would want to explore their passion in Singapore.”  

According to Chee Pay Chang, Assistant Chief Executive (International Group), STB, “It is a continuation of the phase 1 of the Passion Made Possible campaign with a more personal touch by showcasing the experiences one can indulge in Singapore through the eyes of the locals.”
Talking about statistics from India, Srithar said that they are track to finish year with increase in visitor numbers compared to 2017. In 2017, STB recorded 1.27 million visitors that is a year-on-year growth of 16%. “In the first nine months of this year, we have had 10.8 million visitors from India, which is a surge of 14%.” 

When asked about the vision of STB, Chang said that the process of reviewing the national strategy for a longer time frame is in progress since tourism is becoming a very competitive industry. Currently, Singapore enjoys air connections from 17 destinations in India, and Chang believes that the time is opportune to review the Air Services Agreement to enhance bilateral capacity since there is major travel demand on both routes.  

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