TO EFFECTIVELY reach out to Indian travellers in Tier 2 cities who rely on travel agents for travel bookings, STB has continued to focus on forging strong industry partnerships with travel agents such as Thomas Cook, and partnering Mastercard for joint marketing efforts.
STB’s regional director for south Asia, Middle East and Africa G.B. Srithar said that some of the targeted Tier 2 cities include Pune, Hyderabad, Kolkata, Ahmedabad, Kochi, Jaipur, Tiruchirapally and Amritsar.
Last year, STB continued to build on the key message “Shared Memories” through partnerships to create branded content to raise awareness, as well as extend its reach into Tier 2 markets.
In March last year, STB partnered with MasterCard to pilot a campaign in India targeting Indian families.
A video featuring popular father-daughter celebrity duo Anil and Sonam Kapoor was made with the call to action for parents to share a promise that they have yet to fulfil to their child and how they can make it come true in Singapore.
As part of the campaign, MasterCard invited its cardholders to submit entries on the MasterCard India and/or Singapore Tourism Board Facebook page by sharing their stories on the promises they made to their families and how they would like to fulfil these promises in Singapore.
One grand prize winner of the campaign received a curated stay experience in Singapore and 10 minor reward winners were awarded with a three night’s getaway in Singapore.
A starry effort
STB’s marketing efforts in India are also focused on media and content partnerships.
It collaborated with Red Chillies Entertainment, Dharma Productions and Hope Productions as part of the launch of Alia Bhatt and Shah Rukh Khan starrer – Dear Zindagi – to shoot several scenes in Singapore.
STB and SilkAir also partnered Dharma Productions for another Bollywood movie Badrinath Ki Dulhania, starring Varun Dhawan and Alia Bhatt.
Mr Srithar said: “These partnerships provide a platform to profile Singapore’s attractive landscape and vibrant tourism offerings to a large number of Bollywood fans, creating top-of-mind recall for potential tourists encouraging them to consider Singapore as a travel destination when booking their travel.
Hot spots for Indian tourists
Universal Studios
“There are so many rides. It’s like a different world when we stepped into the theme park. We really like the Jurassic Park theme and the Mummy ride. The indoor rollercoaster in the dark was very fun.”
– Ms Ravinder Kaur from Uttar Pradesh
Gardens by the Bay
“It’s such a huge garden with so many varieties of flowers. The flower dome was my favourite because it was very colourful.
– Ms Reshma Santhosh from Kochi
Clarke Quay
“Within five days, I’ve been to Clarke Quay twice. I just had to visit it a second time. The nightlife in Singapore is very attractive.”
– Ms Pradyna Patil (in white) from Mumbai
Bugis Street
“It’s a different atmosphere from the shopping malls. And everything here is much cheaper compared to the malls. I bought many souvenirs.”
– Mr Janarthan Sai from Chennai
Little India
“It really feels like a little India here. Everything is catered to Indians and their needs.”
– Mr Pradeep K. (holding bag) from Chennai
Night Safari
“The animals are a familiar sight in India, but the way Night Safari has organised the park into different geographical zones to display the animals in a different light is highly impressive.”
– Mr Vijay Kumar Dass from Hyderabad
Sentosa
“I spent two days in Sentosa. It’s amazing how the island encompasses all the major attractions within close proximity unlike major European cities where there are only limited attractions in a specific area.”
– Mr Moses Dayan from Hyderabad
Mustafa Centre
“We stayed at Hotel Chancellor @ Orchard but travelled to Mustafa Centre and parts of Little India for the best shopping bargains. We intend to come back to Mustafa Centre again for our last-minute shopping needs before heading home.”
– Mr Mahendra Pal Sharma and Mrs Sneh Latha Sharma from Delhi
Peninsula Plaza
“During our three-day tour in Singapore, we managed to get some Burmese items from Peninsula Plaza that were cheaper than other popular tourist hangouts.”
– Mrs Thilaka from Chennai
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