STB shortlists three for digital brand strategy

Singapore - The Singapore Tourism Board (STB) has approved OgilvyOne, XM Asia and The Upper Storey to its shortlist for an agency to handle a long-term digital brand strategy.

The shortlisted agencies will propose a long-term digital brand strategy to enhance STB's presence online as well as new digital platforms such as mobile and sensory media like interactive outdoor billboards. The aim is to increase opportunities for travellers to interact with others online and share their own experiences in Singapore, creating brand advocates.

"With a focused long-term digital brand strategy, we can take the visitor experience to a whole new level. Technology will enable us to reach our target visitor markets and segments in new unique ways before they arrive and during the stay," Ken Low, assistant chief executive of Brand & Communications for STB said.

According to the STB, some 30% of visitors to Singapore use the internet before planning their trip.