STB gets S$90m boost

• STB launches new global marketing campaign
• Part of S$90 million initiative
• Includes social networking

Singapore - The Singapore Tourism Board (STB) has announced full details of its S$90 million initiative which includes a new global marketing campaign under the tagline "2009 Reasons to enjoy Singapore".

The new campaign is part of STB's new BOOST (Building On Opportunities to Strengthen Tourism) initiative with local promotions to be launched tomorrow. The year-long campaign, with both local and global components, aims to convey to visitors that Singapore offers quality and exciting experiences at value-for-money prices.

The global component provides visitors attractive travel deals and promotions that offer unique opportunities in Singapore and targets four key regional markets in China, India, Indonesia and Malaysia. Vietnam is also seen as an emerging market while Australia, Germany and the UK will be targeted as stopover markets.

"To date, some promotions offering attractive airfare and hotel packages have already been confirmed and will be launched globally as part of the campaign on 19 February," Aw Kah Peng, STB's CEO, said.

"STB is currently working with more stakeholders including airlines such as Singapore Airlines, travel agents, travel portals such as Zuji, attractions and retailers to develop more offers. It also hopes to attract more partners throughout the year."

In another crucial part of the new marketing campaign, STB will also leverage online media and viral marketing channels such as Facebook to launch promotions. 'Fly on US' is the first major online promotion and offers S$500,000 worth of free air tickets to Singapore, as well as S$10,000 cash to be won monthly.

The campaign will be launched on 19 February and last until the end of May. The contest will be launched on www.visitsingapore.com/2009reasons and via a Facebook application on 19 February.

STB currently has its global creative, media and digital accounts up for pitch.