STB stimulates Indian market with second phase of campaign

SINGAPORE Tourism Board (STB) has combined forces with four Indian travel companies – Thomas Cook India, Mercury Travels, MakeMyTrip and Kuoni India – to launch the second phase of its advertising campaign Singapore ­– The Holiday You Take Home With You in India.

First launched in March, Chang Chee Pey, executive director, South Asia, Middle East and Africa, STB, said the second phase of the campaign would focus on promoting fun with the family and romantic getaways, focusing primarily on digital media to reach second-tier cities.

This time, the campaign will highlight new attractions in Singapore like Gardens by the Bay, Marine Life Park and Marina Bay Cruise Centre Singapore, as well as old favourites such as Universal Studios Singapore and Little India, Chang said.

Manoj Saraf, managing director, Gainwell Travel & Leisure Kolkata, said: “The old attractions being showcased have been drawn up based on STB’s experience of what Indians really like. The new attractions will be mixed and matched to come up with a well-rounded bouquet of tourist experiences for the first-time and frequent Indian traveller.”

Veneeta Rawat, director, Amazing Vacations Mumbai, said: “(The) high prices of Singapore hotels have led to a decline in growth of Indian tourists to Singapore. (STB’s) promotions will bring back the well-heeled Indian traveller. So it’s a win-win for all.”

India is Singapore’s fifth-largest inbound source market. Last year, 869,000 Indians visited, spending S$1.1 billion (US$675 million).

Sourced: TTG asia