SIA, CAG and STB get aggressive in marketing Singapore

Singapore Airlines (SIA), Changi Airport Group (CAG) and Singapore Tourism Board (STB) will aggressively be promoting inbound travel to Singapore and Changi Airport. This is the largest collaboration among the three partners to date.

Under the new two-year partnership, the three parties will jointly invest SG$20 million amplify the Singapore experience to leisure, business and MICE audiences in more than 15 markets worldwide. Initial target markets include Australia, China, Germany, Hong Kong, India, Indonesia, Japan, Korea, New Zealand, the Philippines, Taiwan, Thailand, Vietnam, the United States of America, and the United Kingdom.

According to a joint press statement, this will be carried out through the “refinement and delivery of the Singapore experience” to visitors coming to and through Singapore and Changi Airport. This will also result in the intensification of marketing efforts direct to consumers and through trade partnerships. In addition to ongoing work in attracting leisure visitors, the partnership will also boost marketing investment for the business traveller and MICE (Meetings, Incentives, Conventions and Exhibitions) segments.

“This partnership demonstrates our commitment to further developing our home base as a travel hub and promoting Singapore as a destination of choice. We are pleased to continue working closely with STB and CAG and draw on our respective strengths, to promote sustainable growth of inbound travel to and through Singapore,” Singapore Airlines CEO, Goh Choon Phong said.

Lee Seow Hiang, chief executive officer, Changi Airport Group added that one of the key initiatives in this collaboration is developing and enhancing joint programmes that will “contribute towards strengthening the global mindshare and perceptions of both Singapore and Changi Airport.”

“We look forward to working together to leverage our collective strengths and insights, and to amplify our efforts to promote the Singapore experience,” Lee said.

A new package called the Singapore Stopover Premium package which is an upgraded version of the Singapore Stopover Holiday has also been created. This new product is the latest in efforts to curate distinctive experiences that allow travellers with different needs to better enjoy Singapore as a destination.

Another feature of this partnership is the enhanced Free Singapore Tour, a programme that brings transit passengers on a free guided tour of Singapore’s vibrant landscape, best heritage attractions and city skyline. Since its launch in 1987, more than one million passengers have enjoyed the Free Singapore Tour.

The recently refreshed programme boasts longer itineraries that now cover even more iconic sights, photo stops, additional tour timings across day and night, as well as the introduction of seasonal editions during festive periods, all aimed at providing a more in-depth experience of Singapore beyond Changi Airport.

“Our airline and airport are an integral part of the Singapore experience. The new product offerings demonstrate SIA, CAG, and STB’s commitment to provide today’s discerning travellers with a more seamless and in-depth experience. To constantly refresh and add value to the visitor experience, it is essential for the industry to rally together; STB looks forward to more partnerships with the industry,” said Lionel Yeo, chief executive, Singapore Tourism Board.