Singapore Airlines (SIA) and the Singapore Tourism Board (STB) have embarked on a strategic partnership aiming to attract more visitors from key source markets to Singapore.
The partnership, which runs until 30 June 2015, entails a global marketing collaboration between SIA and STB that targets, for the first time, a broad spectrum of leisure, cruise and business visitors. It would see the two partners investing a total of SGD4 million in joint campaigns across the globe, with a focus on Australia, China, Germany, India, Japan, the UK and the USA.
The partners will also be jointly investing in the co-development of new products, where exclusive and customised experiences would be curated for SIA customers from the target markets based on their interests.
As a pre-cursor to this new global partnership, SIA and STB had worked together to enhance the Singapore Stopover Holiday1 (SSH) package in 2013, with the incorporation of features that make the package more appealing to travellers from Europe. In general, European visitors are particularly attracted by Singapore’s unique cultural mix and lush greenery. To showcase Singapore’s cultural diversity, the Asian Civilisations Museum and Peranakan Museum were some of the attractions that were included in the specially-curated SSH package for Europe. Since its launch, this refreshed SSH package has seen double-digit growth in bookings over the same period in the previous year, and serves as an example of the value that the SIA-STB partnership can deliver.
Elaborating on this, Ms Lynette Pang, STB’s Assistant Chief Executive, Marketing Group, said, “Through this complementary partnership, SIA and STB will leverage each other’s consumer and trade insights to ensure that travellers have a more in-depth Singapore experience that meets their needs and wants. Consumers already have a strong brand affinity to SIA, and would be able to easily relate to new marketing initiatives and products. Together, we can amplify the Singapore story, and attract more quality visitors.
“This partnership is a momentous one for both STB and the tourism industry in Singapore. Working closely with industry partners is critical to driving Singapore tourism development to the next level. Hence, I look forward to more of such fruitful collaborations in the future,” added Ms Pang.
Said Singapore Airlines’ Senior Vice President Sales & Marketing, Mr Chin Yau Seng, “This partnership reflects the long-term commitment of both Singapore Airlines and the Singapore Tourism Board to further promote a flourishing and vibrant tourism industry in Singapore.”
“Together with our regional wing SilkAir, Singapore Airlines operates over 490 flights a week from the seven target markets to Singapore, including 226 flights a week from China and India alone. With this new partnership with STB, we look forward to further bolstering Singapore’s position as a preferred destination for leisure, business and cruises.”