STB launches SG$20million Golden Jubilee campaign

Singapore Tourism Board is launching an aggressive marketing campaign aimed at boosting tourism in Singapore this year.

The campaign is launched in conjunction with Singapore’s SG50 celebrations. The global Golden Jubilee campaign will run in two phases until the end of the year. While the global campaign will officially launch on 9 June 2015, STB has already launched the ads in several key markets.

These markets are Indonesia, China, India, the Philippines, Japan, Korea and Vietnam. According to STB these are its key markets that have "high conversion potential". The marketing campaigns launched in these seven markets have also been tailored to resonate with consumers in each of the countries. A campaign microsite has already been launched.

STB is working with JWT, Mirum and MEC for creative duties while Edelman is appointed to handle its public relations.

STB will also be teaming up with its airline, hotel, retail and F&B partners to invest an estimated SG$20 million on a new global marketing campaign to drive conversions during Singapore’s Golden Jubilee year.The campaign is marketed across five pillars – Fly, Stay, Shop, Eat and Play and aims to leverage on the Great Singapore Sale come 30 May.

One of the promotional deals for tourists  includes a chance to win SG$500 daily for every SG$50 spent in participating shopping malls and retailers such as Risis, KrisShop, Takashimaya, Lee Hwa Jewellery and Supermama and many others.

According to assistant chief executive Lynette Pang, hotels have come forward to join in on the Golden Jubilee by offering deals such as a complimentary third night’s stay for every two nights’ stay.

To encourage tourists to visit as a family, entrance fees to landmark sites such as Gardens by the Bay and the Singapore Flyer will be waived for children.

STB is also encouraging the public to share their tips and recommendations by writing TripAdvisor reviews of their favourite places in Singapore.

Here's a promotional video specially targeted to tourists from the Philippines: