The Singapore Tourism Board (STB) has launched a S$2 million marketing partnership with an online booking platform, Klook, on Monday (14 Sept) to promote the city-state’s tourism and lifestyle offerings.
STB had earlier launched a S$45 million marketing campaign – SingapoRediscovers campaign – to support local lifestyle and tourism business and encourage local to explore different sides of Singapore.
In a joint statement with Klook today, STB announced its partnership with Klook as part of its effort to promote local tourism under SingapoRediscovers campaign, noting that they share a common goal of wanting to encourage locals to experience “ a different side of Singapore”.
The partnership, which will span seven months beginning from September, will focus on three areas, these include curated promotions for products and experiences, content development and digital marketing to boost spending.
Businesses – including hotels, attractions, tour operators and dining establishments – are encouraged to develop new products and experiences to attract locals to explore precincts such as Orchard Road, Chinatown, Civic District and Katong-Joo Chiat.
“These new products and refreshed experiences would also be curated into bespoke bundles with attractive offers to appeal to different interest groups such as foodies, outdoor enthusiasts, value seekers and weekend warriors – locals who like to keep their weekends fresh and exciting.
“Examples include pairing a stay at Mandarin Orchard Singapore with an art jam session in the heart of Orchard Road or complementing a stay at Hotel Mono in Chinatown with a nostalgic journey on Trishaw Uncle Guided Tours,” said the organisations.
Additionally, STB and Klook will utilize video reviews and livestreams to create stories in hope to cast a spotlight on “hidden gems and value-for-money promotions, as well as to raise the profile of various home-grown businesses” around the city-state.
As part of its effort to boost the reach and searchability of various promotions and offerings under the campaign, both the organisations will co-invest in digital marketing initiatives, such as search engine marketing, display and social media advertising.