STB revamps

The Singapore Tourism Board has revamped its online identity for

Taking a content-led approach, it has tied up with various content partners such as HoneyCombers, CityNomads and Time Out magazine, with these to create content on Singapore’s events and attractions. This is aimed at helping to promote various aspects of Singapore. This will be on the STB site and will be refreshed every three to six months, a spokesperson told Marketing. This would be accompanied by social media marketing as well.

This will be on top of working with social media platforms such as TripAdvisor. The new site is currently in beta and the site revamp was done by XM Asia.

There will be further rollouts in 11 markets and eight different languages.

“So far as we know, in the Southeast Asian region, other tourism sites have not taken up this approach. So we believe this is a fresh approach (for a tourism site)”, a spokesperson told Marketing.

However, STB has declined to reveal the amount invested in the site, but said that it was looking to push ahead with a greater investment in digital marketing.