Prompted by the changing landscape of the dynamic Indian traveller’s needs and consumption trends, Singapore Tourism Board ( STB ) today announced the evolution of Singapore’s destination brand from the hugely successful ‘Uniquely Singapore’ to ‘YourSingapore’. The new brand underpins Singapore ’s strengths as a premium destination, an experience which can be easily personalized thanks to the concentration of sights, sounds, tastes, culture and attractions coupled with unparalleled user-centricity.
YourSingapore reflects the essence of Singapore as fresh, contemporary, vibrant, dynamic, sophisticated, multi-faceted and mirrors the progression of Singapore as being future facing. It articulates Singapore ’s uniqueness and captures what travellers seek – a personal travel experience that allows you to do what you love, at the pace you want to do it. Such a personalised travel experience offers an emotional reward of empowerment and liberation that allows visitors to travel on their own terms, according to their individual needs, preference and interests.
The brand campaign also introduces www.yoursingapore.com, an innovative, interactive platform that offers more than destination information. It allows one to conceptualize and plan their personalized Singapore travel itineraries in a user-friendly manner by browsing attractions, festivals, activities and other pertinent travel information; sharing of experiences, virtual tours, user-friendly maps, YourSingapore guides, share tools, RSS feeds and up-to-date multimedia content about new launches and exciting events in Singapore. It delivers on Singapore ’s promise to provide a concentration of multifaceted and user-centric travel experiences as well as positions the destination as future-facing and inspiring; where visitors are invited to make their virtual experience of Singapore a reality.
Mr. Ken Low, Assistant Chief Executive of Singapore Tourism Board’s Marketing Group says, “The strategy in developing YourSingapore was three-pronged: to leverage the equity of the Uniquely Singapore brand by single-mindedly qualifying Singapore’s uniqueness and attributes as a destination; build upon the emotional connection that visitors experience in Singapore and at the same time connect with potential visitors in the digital media space. YourSingapore taps into the motivational factors which drive their decision-making while differentiating Singapore in the destination brand marketplace.”
Mr. Randal Tan, Regional Director - South Asia, Middle East & Africa , Singapore Tourism Board says, “In the past few years, the way people plan and book travel has fundamentally shifted from passive content consumption to active engagement, primarily due to the dominance of digital and social media. Video on demand, online news, blogs and websites that enable social interaction have changed the way that travellers seek and obtain information. In response to this growing trend, YourSingapore places a holistic digital approach at the heart of its communications strategy, including a brand new website with significant investment into search engine marketing, blogger engagement, mobile, social media and travel ecommerce. The YourSingapore banner advertisements will appear on a combination of business, leisure and lifestyle websites, linking visitors back to www.yoursingapore.com. This reflects the ultimate goal of the campaign - to send users online to learn about Singapore in depth.”
YourSingapore reflects the essence of Singapore as fresh, contemporary, vibrant, dynamic, sophisticated, multi-faceted and mirrors the progression of Singapore as being future facing. It articulates Singapore ’s uniqueness and captures what travellers seek – a personal travel experience that allows you to do what you love, at the pace you want to do it. Such a personalised travel experience offers an emotional reward of empowerment and liberation that allows visitors to travel on their own terms, according to their individual needs, preference and interests.
The brand campaign also introduces www.yoursingapore.com, an innovative, interactive platform that offers more than destination information. It allows one to conceptualize and plan their personalized Singapore travel itineraries in a user-friendly manner by browsing attractions, festivals, activities and other pertinent travel information; sharing of experiences, virtual tours, user-friendly maps, YourSingapore guides, share tools, RSS feeds and up-to-date multimedia content about new launches and exciting events in Singapore. It delivers on Singapore ’s promise to provide a concentration of multifaceted and user-centric travel experiences as well as positions the destination as future-facing and inspiring; where visitors are invited to make their virtual experience of Singapore a reality.
Mr. Ken Low, Assistant Chief Executive of Singapore Tourism Board’s Marketing Group says, “The strategy in developing YourSingapore was three-pronged: to leverage the equity of the Uniquely Singapore brand by single-mindedly qualifying Singapore’s uniqueness and attributes as a destination; build upon the emotional connection that visitors experience in Singapore and at the same time connect with potential visitors in the digital media space. YourSingapore taps into the motivational factors which drive their decision-making while differentiating Singapore in the destination brand marketplace.”
Mr. Randal Tan, Regional Director - South Asia, Middle East & Africa , Singapore Tourism Board says, “In the past few years, the way people plan and book travel has fundamentally shifted from passive content consumption to active engagement, primarily due to the dominance of digital and social media. Video on demand, online news, blogs and websites that enable social interaction have changed the way that travellers seek and obtain information. In response to this growing trend, YourSingapore places a holistic digital approach at the heart of its communications strategy, including a brand new website with significant investment into search engine marketing, blogger engagement, mobile, social media and travel ecommerce. The YourSingapore banner advertisements will appear on a combination of business, leisure and lifestyle websites, linking visitors back to www.yoursingapore.com. This reflects the ultimate goal of the campaign - to send users online to learn about Singapore in depth.”
He further added, “As Indian travellers mature and display greater need for personalization in the way their travel is planned, we hope to promote Singapore as more than just a touch and feel destination but as an enriching, touch, feel and do experience that moves one’s heart and wins the minds of consumers. To this end, we will work closely with our travel partners to enhance product development in a manner that adds value to consumers’ with enriching holiday itineraries and experiences.”
In line with the global brand communication strategy, the brand re-launch in India consists of a 360 degree marketing campaign with a thrust on digital media, a fresh colourful logo, television commercial, an interactive user-friendly consumer website and a renewed approach to marketing partnerships and promotions.
The new YourSingapore logo captures the spirit of personalization and the ability to make Singapore your own – whether it is the buzz of nightlife or a tranquil nature walk. Packed within an island outline, the logo reflects the imagery of Singapore ’s attractions. The logo never stops moving, but is always looking to what is next: across a myriad of themes, icons, designs, moods and emotions. It is in a constant state of transformation, and is relentless and dynamic.
Singapore Tourism Board will use a ‘high energy’ television commercial with themed dynamic logos, encapsulating the essence of Singapore , to communicate the evolved brand in late March 2010. Targeted at families, youngsters, honeymooners and business visitors, the TVC will be rolled out in a combination of English entertainment and news channels. Marketing and promotions will take on a fresh perspective and approach, with greater emphasis on developing products that address consumers’ need for aspirational, engaging and personalized experiences. Singapore Tourism Board will work closely with travel partners such as Kuoni, Mercury Travels and SOTC, to develope products that encourage interactive, team building and family bonding enriching experiences in an effort to drive better quality and value for consumer holidays.
About the YourSingapore TVC
Reflecting the cosmopolitan flair, high energy and vibrancy of Singapore , the brand new Your Singapore television commercial opens with the protagonist experiencing rapid metamorphosis from the moment he steps out of the Singapore airport. Everything in Singapore is designed around him. When his cab quickly transforms him into an F1 racer, excitement races through as he navigates the dazzling city streets to discover an effervescent Singapore , depicted through an upbeat background score and fast imagery. “Fast cars, fashion, I can get it all in a flash” plays on the protagonist’s mind as he undergoes a makeover at a high-end fashion boutique, just in time to check out Singapore’s greatest hobby – food, over a sumptuous meal in the company of friends at a popular hawker joint before checking out the nightlife. As if his thoughts could be heard, the protagonist finds himself immersed in a hi-tempo party at one of Singapore ’s hottest nightclubs surrounded by a sea of people, seemingly enjoying themselves! The night is still young, so the protagonist discovers when he moves onto a stylish, chic rooftop lounge bar overlooking the spectacular night skyline of city. Singapore ’s high concentration of sights, sounds, attractions, culture and tastes ensures there is something exclusive for everyone, with a high degree of personalization for each experience in “Your Singapore”. The campaign’s central thought is captured in the closing message “This is my Singapore . Come, make Singapore your own at yoursingapore.com”, tempting the viewer to explore a whole new world of possibilities and design his very own personalized holiday!
Key Tourism Facts
•Tourism receipts for India for 2009 reached SGD$891million
•India visitor arrivals into Singapore have grown dramatically from 471,000 in 2004 to 778,000 arrivals in 2008.•Championing tough economic conditions and unprecedented factors like the H1N1 outbreak in 2009, India emerged as one of the top five visitor generating markets for Singapore for the year ending December 2009 with 726,000 arrivals.
•The AC Nielsen Outbound Travel Monitor 2008 quoted Singapore as the most popular destination for leisure and business travel.
