Recognizing that Filipino travelers have evolved in the way they choose and plan for their holiday destinations, the Singapore Tourism Board (STB) launched its new tourism marketing campaign that is tailor-fit for the local market.
“Over the past years, we have been actively studying the Filipino market to better understand their needs and preferences. By incorporating the insights we gathered into the market campaign, we are confident of being able to better curate and deliver offerings and experiences that are customized to the Filipino traveler,” explained Kenneth Lim, STB’s regional director of Southeast Asia and Oceania, at a media gathering in Greenbelt 5 on February 11.
“We want to engage Filipino travelers at a deeper and more meaningful level,” he added as he unveiled STB’s new tagline, “See where the world is heading.”
“This tagline was designed to highlight the evolving and ever-changing landscape of Singapore, and as a destination, being able to provide those aspirational experiences favored by Filipinos, to enjoy with their loved ones,” Lim went on.
The key word in designing packages for tourists to Singapore, according to Lim is “innovation.”
“Since there has been a strong demand in overseas travels, as well as the changing consumer needs of Filipinos, we offer innovative experiences that will reflect how Singapore is pushing its boundaries to show where the world is headed,” said Lim.
Aware that the local market is heavily reliant on the Internet and social media, STB simultaneously launched The Curious Traveler and Your Singapore applications (apps) for smart phones that can be downloaded for free, making it easier for travelers to customize their trips to Singapore and receive recommendations on places of interest around the country.
Especially for the Philippine market, STB commissioned food blogger and celebrity health advocate Erwan Heussaff to share his personal experiences in the #TheCuriousTraveler app, where followers can even challenge him to go on whatever adventure they can think of while the celebrity is in Singapore.
“The concept of the #TheCuriousTraveler is an interaction of opinions between myself and the travelers. Filipinos who are curious about Singapore will not only get to know the destination better, but even chance to throw challenges at me while I’m there,” Heussaff concluded.