STB and CapitaLand ink 3-year tie-up for new lifestyle and retail experiences

Singapore Tourism Board (STB) and CapitaLand Investment have entered into a multi-faceted three-year partnership to deliver new retail concepts and drive global awareness of Singapore and CapitaLand malls as must-visit lifestyle destinations. This marks the first partnership with a national tourism organisation for CapitaLand Investment and aims to capture pent-up demand as international travel recovers.

The partnership also hopes to enhance Singapore’s destination appeal to international visitors, achieve greater impact with fun, meaningful and differentiated events and retail experiences, as well as drive incremental spend among locals and international visitors.

Both parties are expected to jointly curate about 20 events and experiences which aim to:

• Profile home-grown brands locally and in China across selected CapitaLand malls in both countries, with a focus on Singapore malls in tourism precincts such as Orchard Road (Plaza Singapura, The Atrium@Orchard), Civic District (Funan, Raffles City Singapore), Bras Basah.Bugis (Bugis+, Bugis Junction and Bugis Street) and Clarke Quay.
• Create unique retail-tainment and lifestyle offerings through innovative cross-industry partnerships in areas such as the arts, lifestyle and sports. These will add to the exciting pipeline of signature leisure events and activities in Singapore.
• Collaborate with international brands to anchor new and first-in-Singapore concepts to raise the profile of Singapore’s retail scene.

With the acceleration in business digitalisation, STB and CapitaLand Investment will explore innovative ways to enhance the omni-channel retail experience, including creating a more seamless online-to-offline commerce experience for shoppers. Both parties will also embark on cross-marketing campaigns to promote joint events and retail experiences to local and international visitors.

The partnership, supported by EnterpriseSG, will also give home-grown brands more opportunities to raise their profile through the various projects to capture growth opportunities in Singapore and China. 

STB's deputy chief Yap Chin Siang said: "Together, we hope to engage consumers more meaningfully, as we jointly curate inspiring first-to market offerings and authentic experiences that will strengthen Singapore’s position as a lifestyle destination for locals and visitors."

Meanwhile, CapitaLand Investment's CEO, retail and workspace, Chris Chong, said it is excited to work with new and familiar like-minded partners to present unique immersive retail experiences, fusing concept stores with events to delight shoppers and boost sales for retailers.

Dilys Boey, assistant CEO, EnterpriseSG, said with consumer spending expected to improve with the lifting of social group restrictions, local brands will have to continue to offer new modes of reaching and engaging the consumer.

"Brands will have to innovate on customer experiences, leverage omni channel delivery and engage through branding and storytelling. We welcome the partnership with CapitaLand and trust that it will enable our local brands to reach new audiences and ultimately, create a more vibrant retail scene in Singapore," she added.

Ahead of the partnership, STB is collaborating with CapitaLand investment for the inaugural Wellness Festival Singapore happening until 12 June, where the latter will extend its signature Live It Up! wellness and community festival from its workspace properties to its malls for the first time to reach a wider audience. The festival is part of STB's strategy to position the city as a leading urban wellness haven.

Photo courtesy: 123RF

Related articles:
STB partners Traveloka and Trans Media Digital to woo Indonesian tourists
STB's handling of Merliger look alike accusations wins praise from creative industry
SG artist wants credit from STB for use of limbed Merlion in ad
STB and airasia draw travellers to SG via joint marketing and content initiatives