Prompted by the changing landscape of the Indian traveller’s needs and consumption trends, Singapore Tourism Board (STB) has unveiled a campaign in India to promote the evolution of its brand positioning from ‘Uniquely Singapore’ to ‘Your Singapore’.
The brand campaign also introduces www.yoursingapore.com, an interactive platform that offers: destination information; personalized itineraries; virtual tours; user-friendly maps; YourSingapore guides, etc.
Said Randal Tan, regional diirector - South Asia, Middle East & Africa, Singapore Tourism Board, "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."
Besides a new logo and a strong digital push, the new television commercial targets families, youngsters, honeymooners and business visitors.
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Created by BBH Singapore, the spot opens with the protagonist experiencing rapid metamorphosis from the moment he steps out of the Singapore airport, with everything designed around him. The campaign’s central thought is captured in the closing message, "This is my Singapore. Come, make Singapore your own at yoursingapore.com".