'Love, Singapore': Why partnerships are at the heart of STB's SEA marketing engine

Travel has become a big part of many people's lives, with many seeking new and unforgettable experiences. For some, travelling serves as a motivation, while others treat it as an essential for their mental well-being and relaxation. Amidst fierce competition in the global tourism industry, Singapore Tourism Board has set out to captivate the hearts of visitors and make Singapore a destination which offers world-class experiences. 

At the heart of STB's recent efforts in doing so, is its "Love, Singapore" campaign which featured a livery created in partnership with low-cost air carrier AirAsia. In an interview with MARKETING-INTERACTIVE, Terrence Voon, executive director of SEA at STB said the campaign's objective is to "position Singapore as a place worth visiting or re-visiting, and to do so in a fun and creative way which helps us stand out from the competition."

"As outbound travel continues to grow, we want to raise awareness of Singapore’s strong proposition as an ideal destination for families, friends and discerning travellers. From our new and refreshed attractions and vibrant calendar of events to our culinary delights and world-class shopping experiences, there’s so much more to discover in Singapore," said Voon. 

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By teaming up with trusted partners such as AirAsia and tourism stakeholders in Singapore, amplifies marketing efforts and strengthens the appeal to potential visitors across the region, added Voon. At the same time, the "Love, Singapore" livery marks the 20th year of AirAsia's operations in Singapore and serves as a way to commemorate the STB and AirAsia's longstanding partnership in driving visitors to Singapore across the region.  

As part of the "Love, Singapore" livery, STB and AirAsia featured some of Singapore's iconic landmarks including well-known places such as Gardens by the Bay and Mandai Wildlife Group's wildlife parks. These places, according to Voon, reflect Singapore's commitment to nature, sustainability and innovation. 

The design also features Merli, Singapore’s energetic and outgoing brand character inspired by the Merlion.

Uniting partnerships, strengthening families 

Beyond the icons featured on the aircraft and AirAsia, STB has also partnered with entities such as Resorts World Sentosa, Jewel Changi Airport and ION Orchard amongst others for other campaigns as part of STB's strategy to attract families. "As part of our broader strategy, we will work with partners to roll out more content targeting consumers who look for short getaways over long weekends and holidays – of which many are families," said Voon.

"For example, our latest campaign in Malaysia profiles the various experiences in Singapore where adults and children alike can bond and have fun moments together," he added. The campaign, which featured Malaysian personalities Farah Nabilah and Elecher Lee, saw family travel at the heart of it. 

The initiative comes in the form of a content collaboration to address the large and growing segment of Malaysian family travellers looking for an ideal destination where they can bond and relax. As part of the collaboration, Farah and Lee shared their family travel experiences, and the emotive bonds of togetherness created while on a meaningful holiday in Singapore. 

The content produced will also showcase how Malaysian families can travel to Singapore as an annual holiday spot to reconnect and create moments together as the personalities spotlight family experiences that are quintessentially Singapore. This includes iconic attractions to hidden gems. 

In addition, Farah and Lee shared personal stories of their family vacations in Singapore, showcasing how each experience, activity and moment spent together were opportunities to create memories with their loved ones. In some instances, the personalities also shared their surprise at discoveries they made with their children and about each other. 

According to Voon, STB has worked with like-minded partners across the tourism ecosystem, such as travel intermediaries and payment providers too, adding that: 

Partnerships are at the heart of our marketing in Southeast Asia.

Moving forward, STB will be embarking on various initiatives to evolve Singapore's tourism goals in this competitive landscape. One such example is a fly-cruise-stay holiday with STB's travel partners across the region to raise awareness of Singapore as an ideal destination. 

"Travellers who cruise out of Singapore can enjoy world-class offerings at sea, while experiencing the best of what our vibrant city has to offer on land. Cruising is particularly popular in Malaysia, where we are targeting travellers in regions such as East Malaysia and northern Peninsula Malaysia who are more likely to stay longer in Singapore," explained Voon. 

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