Media Choice Aug'07

Discovering Singapore 

As encapsulated by our Uniquely Singapore destination branding, Singapore offers a diverse range of offerings that will deliver an enriching personal experience for each visitor. To highlight that Singapore is an ideal leisure destination, the Singapore Tourism Board partnered Discovery Networks Asia in a campaign that will reach over 40 million households across Asia Pacific on Discovery Travel & Living (DTL). The campaign started in May and will run until the end of the year.

Consisting of three vignettes tagged ‘24X7 - Singapore is alive 24 hours of the day', the campaign is fronted by Globe Trekker travel host Megan McCormick. The campaign also included three factoids focusing on our signature annual events, such as the Great Singapore Sale and the Singapore Food Festival.

Marketed as a reliable travel reference guide for the modern traveller who is sophisticated and seeks a unique personal connection with and experience of a destination, DTL by Discovery Networks Asia is an ideal fit with our target audience. Key customer segments targeted through this campaign are families, young and highly mobile couples or individuals seeking an exciting weekend getaway as well as those keen to explore the diverse and colourful cultures in Asia using Singapore as a gateway.

Winnie Pua

Director Brand Management

Singapore Tourism Board.