SIA and STB launch a joint push to grow tourist numbers

Singapore Airlines (SIA) and the Singapore Tourism Board (STB) have embarked on a strategic partnership aiming to attract more visitors from key source markets to Singapore.

The partnership will see the two partners investing a total of SG$4 million in joint campaigns across the globe, with a focus on Australia, China, Germany, India, Japan, the UK and the USA.

The partnership, which runs until 30 June 2015, entails a global marketing collaboration between SIA and STB. Going forward, the two will be, for the first time, targetting a broad spectrum of leisure, cruise and business visitors and jointly investing in the co-development of new products, where exclusive and customised experiences would be curated for SIA customers from the target markets based on their interests.

Lynette Pang, STB’s assistant chief executive, Marketing Group, said, “Through this complementary partnership, SIA and STB will leverage each other’s consumer and trade insights to ensure that travellers have a more indepth Singapore experience that meets their needs and wants.”

Pang added that consumers already have a strong brand affinity to SIA, and would be able to easily relate to new marketing initiatives and products.

Singapore Airlines’ senior vice president sales & marketing, Chin Yau Seng added that the partnership reflects the “long-term commitment of both Singapore Airlines and the Singapore Tourism Board to further promote a flourishing and vibrant tourism industry in Singapore.”

SIA and STB has already had a working relationship prior to this new collaboration.

In 2013, the two worked together to promote the Singapore Stopover Holiday (SSH) package to make the package more appealing to travelers from Europe. In general, European visitors are particularly attracted by Singapore’s unique cultural mix and lush greenery. To showcase Singapore’s cultural diversity, the Asian Civilisations Museum and Peranakan Museum were some of the attractions that were included in the specially-curated SSH package for Europe.

Since its launch, this refreshed SSH package has seen double-digit growth in bookings over the same period in the previous year, and serves as an example of the value that the SIA-STB partnership can deliver.