STB launches marketing blitz in the US

Singapore Tourism Board (STB) partnered up with brands such as Lyft, an on-demand transportation service in the US; and Pandora, the music source for fans and artists, to drive awareness of Singapore in USA.

According to STB, it is working with "like-minded consumer to explore the travel experiences in Singapore". STB also added that partnering with these companies is also aimed at supporting Singapore Airlines’ launch of non-stop flights between San Francisco and Singapore in October.

As part of the campaign, Lyft and STB surprised unsuspecting riders in San Francisco in cars distinctly wrapped with “YourSingapore” branding, the official tourism brand of Singapore. Passengers were quizzed on Singapore, and ten lucky riders were given a five-night, all-expense paid trip to a destination in Southeast Asia.

"Partnering with STB will make travelling with Lyft even unique. Surprising riders with trips to Singapore is the kind of spontaneity and engagement that our audience values,” said Oliver Hsiang, vice president partnerships, Lyft.

To watch the video, click here:

https://youtu.be/lkzQHMtwHvQ

The partnership with Pandora in the meantime offers listeners a platform to explore the diversity of Singaporean contemporary music featuring the country’s top artists. This is the first time a dedicated Singapore station will be available to listeners with a playlist consisting 80 tracks from at least 12 Singaporean artists. This is curated in collaboration with Singapore music advocacy group, The music society in Singapore (SGMUSO).

“Singapore is standing out by taking risks and finding extraordinary ways to raise the destination profile. We are pleased to collaborate with partners Lyft and Pandora who, while are not conventional tourism brands, are aligned with Singapore in being future-forward in spirit and innovative at the core. Our destination resonates deeply with their millennial audiences who seek inspiration through travel,” said Kershing Goh, regional director of Americas’ STB.

“In a crowded travel marketplace, destinations are battling to capture consumer interest that drive conversions. We need to look beyond the conventions and clichés of marketing a destination,” said Kershing Goh, regional director of Americas, Singapore Tourism Board.

“Singapore is standing out by taking risks and finding extraordinary ways to raise our destination profile. We are pleased to collaborate with like-minded partners Lyft and Pandora who, while are not conventional tourism brands, are aligned with Singapore in being future-forward in spirit and innovative at the core. Our destination resonates deeply with their millennial audiences who seek inspiration through travel,” he added.