The Singapore Tourism Board (STB) officially launched the destination's new "YourSingapore" brand on April 1 in New York City's Times Square. YourSingapore, which replaces the six-year-old "Uniquely Singapore" campaign, aims to address the changing media landscape and competitive environment, according to Singapore tourism officials.
YourSingapore is underpinned by Singapore's strengths as a destination, including the fact that its tourism offerings are so accessible and user friendly. The campaign aims to empower travelers to personalize their own Singapore experience according to what they like, how they like it, and when they like it through a new website, www.yoursingapore.com. The website features tools to create personal itineraries to Singapore. A website interface allows users to browse festivals and events, and shopping guides in several different languages. Users can take virtual tours of major attractions, see user-friendly maps, share their personalized travel plans using social media tools, personalize an event calendar, and subscribe to RSS feeds to keep up to date on news and information about Singapore. The website will soon allow users to share their personal travel experiences, make recommendations and see what others are recommending.
To celebrate the new "YourSingapore" brand, STB was joined by YouTube Internet celebrity Matt Harding, who also stars in Visa's "Travel Happy" campaign. Harding is renowned for his travel videos depicting him dancing in various world destinations. Members of the public walking through Times Square were encouraged to join him and perform their own personal dance moves for the chance to win a trip to Singapore. The contest is open to all nationalities and the final results will be tallied on April 30 at 9 a.m. EST. To cast a vote for the best dance video, visit www.yoursingapore.com/dancetosingapore.com.
"Whatever branding efforts we make in various markets have to be relevant to the individual market," said Kershing Goh, STB regional director-the Americas. "We are launching the YourSingapore brand in New York with a mix of social media and augmented reality booths where people can take part and do their own personalized dance against the Singapore backdrop of their choice." Goh said this combination of social media and viral marketing is what Singapore believes can attract and relate to American audiences. "We also firmly believe that to differentiate Singapore in what is becoming a crowded market for destination marketing, STB has to embrace global trends and the shift in media consumption, such that we have put the digital at the heart of our marketing communications in order to transform the way we reach our potential visitors."
YourSingapore focuses on personalization and the uniqueness of Singapore as an experience to each individual traveler. It uses wwwyoursingapore.com to enable travelers to transform their desired experience into reality. The website offers planning tools and consumer booking functionality. STB said YourSingapore is built to leverage the opportunities in an increasingly digital world where the way people plan and book travel has changed. The tourist board is putting its digital approach at the heart of its destination marketing campaign, allowing Singapore to build a relationship with the travel consumer. The campaign includes the new website, significant investment in search engine marketing, blogger engagement, social media, mobile and travel e-commerce.
In addition, YourSingapore aims to deliver on Singapore's promise of a multi-faceted and user-centric travel experience, and also positions the destination as one that is future-facing. Visitors to the website are invited to turn their virtual experience of Singapore into a reality. The YourSingapore marketing campaign is intended to drive people to visit the campaign website where they will be inspired to explore what Singapore has to offer and be motivated to create their own personal itinerary for a trip. For more information, visit www.yoursingapore.com .
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