SINGAPORE – The Singapore Tourism Board (STB) will be spending SG$20 million to launch a new global tourism marketing campaign next month in time with the city state’s 50th year anniversary.
The Golden Jubilee campaign will officially launch on June 9, 2015 and will run in two phases in partnership with retail, hotel, airline and F&B partners built on five pillars – Fly, Stay, Shop, Eat and Play.
In addition to top destinations, food culture and activities, the campaign will also offer exclusive shopping and lodging deals to take advantage of the Great Singapore Sale this coming May 30.
A microsite has been launched to thread together the many facets of the campaign online, showing discounted hotel rates, a retail promo where shoppers get the chance to win SG$500 daily for every SG$50 spent in participating shopping malls and retailers and content about popular activities and sights around the city state.
adobo understands that creative duties for the massive project will be handled by WPP-owned agencies JWT and sister agency Mirum while MEC will take on media duties. STB appointed JWT back in 2013 while MEC retained the account also in the same year.
STB has already launched promotions in seven countries, namely Japan, South Korea, China, Indonesia, India, Vietnam and the Philippines, which were deemed to have “high conversion potential.”
Most recent of these targeted promotion is STB’s collaboration with local band Up Dharma Down, which just launched its newest single “All the Good Things” inspired by their travels around Singapore.
