The Singapore Tourism Board (STB) has launched an evolution of Singapore’s destination brand from ‘Uniquely Singapore’ to ‘YourSingapore’, underpinning the island nation’s strengths as a destination which is an experience that can be easily personalised thanks to the concentration of sights, sounds, tastes, culture and attractions, coupled with unparalleled user-centricity.
As a brand, YourSingapore articulates Singapore’s uniqueness and captures what travellers seek – a personal travel experience. 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.
YourSingapore differentiates Singapore’s value proposition by ensuring Singapore remains relevant and compelling to today’s travellers. It delivers on Singapore’s promise to provide a concentration of multifaceted and user-centric travel experiences, as well as positions the destination as one that is future-facing and inspiring.
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Ong…targeting computer generation |
At the heart of the campaign is a holistic digital approach with an innovative and interactive website – www.yoursingapore.com – that allows Middle East travellers to conceptualise and plan their individual Singapore travel itinerary in a user-
friendly manner.
The campaign website facilitates sharing of experiences among travellers and Singapore residents alike and will be powered by up-to-date multimedia content about all things Singapore. Significant efforts will also be made by STB into search engine marketing and social media engagement.
With the rise of digital and social media, the way that people plan and book travel has shifted from passive content consumption to active engagement. Travellers now get their travel information through online news, blogs and websites. YourSingapore is a response to the accession of digital media and to consumer demand for personalised travel plans.
The launch of YourSingapore is an evolution of the successful Uniquely Singapore campaign which built on Singapore’s position as a must-visit destination globally – one with an exciting range of vibrant, trendy, and memorable experiences for discerning travellers to deliver a unique, personal, and enriching experience.
“In an increasingly crowded market for destination marketing, YourSingapore allows the Singapore Tourism Board to build upon the emotional connection that travellers feel with Singapore, and connect with them in the digital space,” said Jason Ong, area director, Middle East and Africa, STB.
“YourSingapore was developed in response to the growing influence of digital media and the rise of virtual communities, as well as consumer demands for personalised travel plans. It positions Singapore as a future-facing and inspiring destination that will appeal to the region’s tech-savvy traveller, who can take a virtual tour of Singapore before making their own trip a reality. We anticipate that the new brand and website will prove a great success in the Middle East.”
“The Middle East is experiencing the world’s highest growth rate in internet penetration and we are confident that this new brand and website will be a hit with Middle East travellers,” he concluded.
The region’s travellers can use the website to create their own itineraries and share their thoughts and experiences on Singapore through their own social networks, or via email.