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Singapore Tourism launches marketing campaign for Indians

The third phase of the differentiated campaign focuses on Singapore's animal parks and introduces the River Safari. It included a video of actor Mandira Bedi's recent visit to that country

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Singapore Tourism launches marketing campaign for Indians

Singapore Tourism launches marketing campaign for Indians

The third phase of the differentiated campaign focuses on Singapore's animal parks and introduces the River Safari. It included a video of actor Mandira Bedi's recent visit to that country

Sohini Sen | Mumbai | October 21, 2013

publive-image Mandira Bedi launches Singapore Tourism marketing campaign

Singapore Tourism has launched its newest campaign – 'Singapore - the holiday you take home with you'. The third phase of Singapore Tourism Board's differentiated marketing campaign has been made especially for Indian tourists who make a bulk of the people visiting that country.

The new campaign focuses on the theme of wildlife encounters and throws the spotlight on new offerings such as River Safari, Marine Life Park, Adventure Cove Waterpark and Dolphin Island. The idea is to captivate visitors with their impressive collection of wildlife, marine life and immersive experience.

Keeping in mind the festive and following holiday season, the campaign seems to be a perfect fit. As more and more Indians begin to travel abroad, Singapore remains on their top list. To cater to these visitors, STB's latest campaign's tagline has been decided 'Leave Curious, Return Inspired'.

The first two phases of the campaign focused on Singapore as a location for romantic getaways and Singapore as a place to enjoy and celebrate. The third phase takes Singapore as a place of wonder and learning.

publive-image Chang Chee Pey

"Singapore is a perrenial favourite among Indian families with its reputation for offering unique, quality holidays experiences that has something for everyone. Returning and new visitors alike will be enthralled by the diversity of our wildlife and marine-themed attractions as well as the compelling story of Singapore's conservation efforts. These will create cherished memories to bring home," said Chang Chee Pey, Executive Director for South Asia, Middle East and Africa, STB.

While the campaign mainly focuses on the Jurong Bird Park, Night Safari and the Singapore Zoo, it also introduces the Marine Life Park as a wonderful destination. To make it more relatable, STB will be releasing videos made during model and actor, Mandira Bedi's family trip to Singapore. These feature her trip to the Marine Life Park as well Singapore Zoo, F1 circuit drive and dinner destinations for couples.

"We are not looking at Mandira Bedi as the ambassador per se. She graciously accepted our invite and came to visit, so we have decided to use the edited videos on our website. There won't be a traditional TVC for this," added Chee Pey.

STB, which will continue to partner with MakeMyTrip, Kuoni India, Mercury Travels, Thomas Cook, Yatra and Cox & Kings to reach consumers across India, has arranged for special Indian meals in the zoo and park for Indian tourists.

Isabel Cheng, Chief Marketing Officer, Wildlife Reserves Singapore, pointed out, "India is a very important market for Wildlife Reserves Singapore. If I understand Indians correctly, then I must say that they like to travel with their families – you know, three generations together. And we feel our parks are the best fit where there is something for everyone. This year we would especially like to welcome them to Singapore's newest attraction - the River Safari, Asia's first and only river-themed wildlife park. Together our four parks offer the ultimate wildlife experience for visitors to Singapore. It is a combination of recreation, entertainment and education."

Sohini.Sen@BestMediaInfo.com

Info@BestMediaInfo.com

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