Singapore Airlines (SIA) and the Singapore Tourism Board (STB) have embarked on a strategic partnership aiming to attract more visitors from key source markets to Singapore.
The partnership, which runs until 30 June 2015, entails a global marketing collaboration between SIA and STB that targets, for the first time, a broad spectrum of leisure, cruise and business visitors. It would see the two partners investing a total of SGD4 million in joint campaigns across the globe, with a focus on Australia, China, Germany, India, Japan, the UK and the USA.
The partners will also be jointly investing in the co-development of new products, where exclusive and customised experiences would be curated for SIA customers from the target markets based on their interests.
As a pre-cursor to this new global partnership, SIA and STB had worked together to enhance the Singapore Stopover Holiday1 (SSH) package in 2013, with the incorporation of features that make the package more appealing to travellers from Europe. In general, European visitors are particularly attracted by Singapore’s unique cultural mix and lush greenery. To showcase Singapore’s cultural diversity, the Asian Civilisations Museum and Peranakan Museum were some of the attractions that were included in the specially-curated SSH package for Europe. Since its launch, this refreshed SSH package has seen double-digit growth in bookings over the same period in the previous year, and serves as an example of the value that the SIA-STB partnership can deliver.
