Singapore Tourism Board is to invest £42 million in a global marketing initiative to promote the country.
The “2009 Reasons To Enjoy Singapore” marketing campaign aims to increase travel to the country and will include tactical marketing campaigns developed together with tourism industry partners.
The UK will be one of eight key markets participating in the initiative. The thrust of the campaign in the UK will be to focus on the promotion of Singapore as a must-see stopover destination.
The Singapore Tourism Board (STB) will partner with a number of tour operators, such as Trailfinders and Travel 2, and devise activity for print, online, in-store and broadcast media.
The UK is the most important European source market for Singapore. STB area director for Northern and Western Europe Divya Panickar says: “The UK market held up well under difficult circumstances in 2008n and this campaign will help us maintain our visitor arrival levels in what appears to be a challenging year for the industry.”
Singapore hosted the world’s first ever Formula One night race last year and this year will open the Marina Bay Sands integrated resort.