SINGAPORE'S new image will be displayed at the Arabian Travel Market (ATM) 2001, as the island republic launches an intensive campaign to tell the world that this is a destination for dream holidays.

A visible manifestation of this is 'Live It Up!', the new marketing campaign of the Singapore Tourism Board (STB), which makes its way across the Gulf and the Middle East with a new TV advertising campaign from next month.

The promotion is the first ever attempted by Singapore aimed for this market. Households of the region can watch the commercials on MBC and LBC.

The campaign, supported by 15 travel agents, product seminars and promotions in the Middle East conducted over the last two years, is part of the ambitious plan by STB to achieve a year on year growth of 10 per cent in arrivals out of the Gulf and Middle East markets.