STB navigates global marketing campaign with BVI

Singapore - The Singapore Tourism Board (STB) and Buena Vista International (BVI) have launched a joint global marketing campaign that ties in with the opening of BVI's latest movie, Pirates of the Caribbean 3.

The campaign will be rolled out in nine countries (Malaysia, Hong Kong, Australia, India, Philippines, Taiwan, Thailand, Japan and the US) and features a contest where a total of 60 winners will win a free trip to Singapore. Ken Low, assistant chief executive (brand and communications) at STB said the marketing campaign ties in with the Uniquely Singapore brand promise with the aim of the campaign to drive global awareness of Singapore as a tourist destination and one that "creates unique experiences for visitors".

"Singapore has been portrayed or mentioned in movies as an exotic location in the Far East. Through this marketing campaign, we hope to highlight Singapore's fun and adventurous streak, as well as our blend of the modern world and rich cultures," he said.

From today, BVI and STB's regional offices will progressively roll out various marketing promotions in most of the participating countries, ranging from tie-ups with various newspapers, magazines and television and radio stations, as well as in-cinema promotions.