Shangri-La Hotels and Resorts and Singapore Airlines (SIA) have collaborated to launch a regional travel campaign titled “ASEAN Is More - First Stop Singapore”, in conjunction with the Association of Southeast Asian Nations’ (ASEAN) 50th founding anniversary.
To promote the campaign, Shangri-La group is tapping on media placements on different travels website across the hotel’s key markets such as Australia, United States, United Kingdom, China and Southeast Asia. The campaign aims to showcase Southeast Asia’s diverse destinations with specially curated leisure travel offers, which can be reserved at the hotel's website. Families can also find flight offers to destinations and hotel deals .
Apart from that, all of its 18 participating hotels over five countries such as Singapore, Malaysia, Myanmar, Thailand and Indonesia will take part in advertising the campaign over its respective social media platforms such as on Facebook, Instagram, Weibo , WeChat , YouTube, Google. In China, Shangri-La working with TripAdvisor in pushing the campaign further to attract the local travellers there.
Shangri-La executive vice president, Cetin Sekercioglu (pictured left) said: “We are excited to partner with SIA to highlight the vibrant and colourful Southeast Asia region and its warm hospitality. As a destination, Southeast Asia has so much to offer - art, culture, heritage, nature, culinary experiences and innovative events that attract and engage all kinds of travellers. There is truly something for everyone in ASEAN.”
This new partnership also targets to promote the diversity of ASEAN to the world, Campbell Wilson, Singapore Airlines senior vice president of sales and marketing, said. “With SIA’s home base of Singapore located in the heart of ASEAN and coupled with our wide global network, we are well-positioned to bring visitors across this beautiful region,” he added.
As a matter of fact, the ASEAN's “Visit ASEAN@50 Golden Celebration 2017” tourism campaign was unveiled in September last year under its new branding. Key target markets for ASEAN’s 50th anniversary tourism campaign in 2017 include long-haul markets such as Europe, Middle East and North America, as well as intra-ASEAN, China, Japan, Korea, India and Australia.
Visit ASEAN@50 Golden Celebration 2017 campaign also aims to raise international visitor arrivals to Southeast Asia from 108.9 million in 2015 to 121 million by the end of 2017 and increase tourism receipts from US$75 billion in 2014 to US$83 billion as well. It is part of the ASEAN Tourism Strategic Plan 2016-2025, in which the key objectives include the promotion of the twin objectives of - commemorating the 50th anniversary of ASEAN in 2017, and embracing the ASEAN region of Southeast Asia as a single, united and diverse tourism destination.
For the "ASEAN Is More - First Stop Singapore" campaign, travellers can also take part in the ASEAN 50 Holiday Memory Match game from 1 August to 31 October 2017 on the game’s microsite. At the end of the memory game when participants submit their answer for the question, “What is your favourite ASEAN country and why?” they stand a chance to win a four-day holiday from their home country to Singapore.