Changi, SIA and STB invest SG$33.8m to promote destination Singapore

Changi Airport Group (CAG), Singapore Airlines (SIA) and Singapore Tourism Board (STB) have partnered up to invest SG$33.8 million to promote Singapore as an attractive stopover globally.

Under a renewed three-year partnership, the joint marketing effort is said to be the highest investment ever made to promote the country, stated the companies in a joint press release. This is in a bid to promote inbound travel, and augments the previous approach of only targeting travellers from specific long-haul markets such as the USA and Europe.

Additionally, the partnership looks towards the broadening of a marketing program to woo business and MICE (meetings, incentives, conventions and exhibitions) visitors. It will also refresh the Free Singapore Tour (FST), which provides transfer passengers with a free taste of Singapore’s offerings. FST will be expanded to include more authentic experiences curated based on travellers’ interests, such as a foodie tour where participants get to sample a popular local delight.

“With encouraging results from the current partnership, this second collaboration strengthens all parties’ efforts to raise awareness of Singapore as a stopover point and as a destination. We look forward to continue working with SIA and STB, leveraging on our strengths to pursue sustainable traffic growth in an increasingly competitive landscape,” Lee Seow Hiang, chief executive officer at Changi Airport Group, said.

“This partnership reflects Singapore Airlines' commitment to further developing our home base at Changi Airport and promoting Singapore as an exciting tourist destination. We are delighted to build upon our cooperation with STB and CAG, and leverage the SIA Group's strengths to increase inbound travel to and through Singapore,” Goh Choon Phong, Singapore Airlines chief executive officer, said.

“The partnership between our airport, national carrier and national tourism body is a powerful one that has helped to boost Singapore’s tourism growth in the recent years. The renewal of this partnership reflects our confidence that we can continue to cooperate fruitfully to better serve our visitors and drive tourism outcomes,” Lionel Yeo, chief executive, Singapore Tourism Board, said.

Just last week, the Singapore Tourism Board (STB) launched the Marketing Innovation Programme (MIP). As part of the programme, it revealed that it would be setting aside SG$1 million in funding to help brands with their campaign distribution costs. Through the MIP, STB will aid with the costs incurred in the amplification of brand campaigns, including media buy, production and event activation costs.

The board also struck a three-year partnership with The Walt Disney Company Southeast Asia (Disney), to provide new experiences themed around Disney brands and themes such as Star Wars, Marvel and Disney Pixar.

According to Lionel Yeo (pictured right), chief executive at Singapore Tourism Board, the collaboration with Disney will also offer opportunities for local event organisers and SMEs to grow their businesses, and enhance their capabilities in “world class” branded entertainment events.