To mark the launch of our new manifesto – setting out The Drum’s editorial mission to help readers solve their problems – we’re christening today Solutions Day on thedrum.com. And to set the tone, over the course of 24 hours our team of worldwide journalists will be spotlighting 24 recent examples of times when our industry demonstrated its remarkable talent for solving problems. Problem: The Covid-19 pandemic has decimated the tourism industry and recovery will take time, as mass international travel will not return in any significant way any time soon. The pandemic has also irrevocably changed consumer behaviour and spending patterns. Solution: Singapore is working closely with its partner agencies and the industry to chart a new path forward for tourism, by transforming its businesses and building new capabilities Read the original article here. These include helping dance club Zouk Singapore engage its fans by introducing its digital initiative Zouk Digital featuring daily live-streamed and pre-recorded content including personality interviews, cocktail classes, DJ sets, fitness sessions and gaming streams. Another STB partner agency, the Wildlife Reserves Singapore, launched a ‘Hello from the Wild Side’ initiative that enables the public to engage with the animals virtually through video meetings with the 'animal ambassadors' and interactive tours of the unique enclosures where participants can observe feeding and enrichment activities in real-time. In July, STB together with Enterprise Singapore and Sentosa Development Corporation launched a domestic campaign, ‘SingapoRediscovers’, which aims to rally local support for Singapore’s tourism and lifestyle businesses. Lynette Pang, the chief marketing officer at Singapore Tourism Board said: “To prevent a resurgence of Covid-19 infection cases, we are taking a phased and calibrated approach in the reopening of our tourism businesses. We are also reopening our borders in a progressive and calibrated manner,” she explains. “For now, we will focus on strengthening Singapore’s brand image in the minds of our audiences around the world. Throughout this challenging period, STB and many tourism businesses have stepped up efforts to enable people from around the world to experience Singapore, even when they are not here.” Read more Problem Solved articles in our Solutions Day hub.
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Singapore Education is a multi-government agency initiative launched by the Singapore Government in 2003 to establish and promote Singapore as a premier education hub and help international students make an informed decision on studying in Singapore.This initiative is led by the Singapore Economic Development Board and supported by the Singapore Tourism Board, SPRING Singapore and the Ministry of Education.Tuition fees are affordable and the cost of living in Singapore is still significantly lower than of many developed countries.With Singapore's tradition of meritocracy talented students who need financial assistance can find the help they need in form of scholarships, bursaries and study loans.Why study in the Top Colleges in Singapore?In an environment that is inspiring and conductive education, Singapore provides high quality of teaching and research.: Singapore is well connected via sea, air and telecommunication to all parts of the world.Singapore is consistently acknowledged to be a global business hub with its developed infrastructure, political stability and open business policy.More than 7000 MNC alongside 100000 small and medium enterprises have set up their base in Singapore with many choosing Singapore as their regional hub and launch pad to dynamic market of Asia.Vibrant and cosmopolitan environment:Singapore may seem like a small dot on the world map, but the island state bustles all over with attractions and activesThe major intakes of Singaporean top universities are August, September and JanuaryThe Public university of Singapore require SAT at under graduate level.
Singapore Education is a multi-government agency initiative launched by the Singapore Government in 2003 to establish and promote Singapore as a premier education hub and help international students make an informed decision on studying in Singapore.This initiative is led by the Singapore Economic Development Board and supported by the Singapore Tourism Board, SPRING Singapore and the Ministry of Education.Tuition fees are affordable and the cost of living in Singapore is still significantly lower than of many developed countries.With Singapore's tradition of meritocracy talented students who need financial assistance can find the help they need in form of scholarships, bursaries and study loans.Why study in the Top Colleges in Singapore?In an environment that is inspiring and conductive education, Singapore provides high quality of teaching and research.: Singapore is well connected via sea, air and telecommunication to all parts of the world.Singapore is consistently acknowledged to be a global business hub with its developed infrastructure, political stability and open business policy.More than 7000 MNC alongside 100000 small and medium enterprises have set up their base in Singapore with many choosing Singapore as their regional hub and launch pad to dynamic market of Asia.Vibrant and cosmopolitan environment:Singapore may seem like a small dot on the world map, but the island state bustles all over with attractions and activesThe major intakes of Singaporean top universities are August, September and JanuaryThe Public university of Singapore require SAT at under graduate level.
For those looking to take a sightseeing flight during your next stay-cation, Singapore Airlines will soon have you covered, according to a new report.
The Drum spoke with G.B Srithar, regional director, SAMEA, Singapore Tourism Board to find out how the investments and marketing strategy of STB has changed as a result of this growth in tourism arrivals and receipts in India.Marketing efforts by Singapore Tourism Board and our industry stakeholders have evolved over the years in terms of approach and scope."We have adopted three strategic thrusts for the marketing of Singapore: telling a great Singapore story, targeting the right fans and enhancing our delivery of our tourism messages to them."The Singapore Tourism Board (STB) and Economic Development Board (EDB) recently joined forces on new branding to combine efforts in promoting the country to both tourists and businesses.He continues: “Rather than a descriptive brand, we are now putting forward a brand that captures the spirit of Singapore – a place shaped by its people and their passions, and driven by their passion to constantly pursue new possibilities for progress.”As to what STB plans to do to attract more Indian visitors, Srithar says: "2017 was a landmark year for STB as we unveiled a unified brand to global audiences.
The Creator Collective is set to roll out its second content marketing bootcamp in January 2018 to empower creators who can later apply their learnings with brands like Singapore Tourism Board, OCBC Bank and Chan Brothers.The programme is organized by Brand New Media (BNM) and supported by the Infocomm Media Development Authority (IMDA), Singapore Press Holdings (SPH) and the Asia Content Marketing Association (ACMA).The participants will undergo 10 half-day workshops where they will learn about writing compelling stories, creating content and building an online audience through content marketing.The winning group will receive a trophy, prize money to create a pilot project as well as a feature in a leading publication owned by SPH.“Our objective is to get a new breed of creators and companies in Singapore excited about brand storytelling.We also want to inspire existing creators to continue making engaging content and facilitate a new generation of commercial online content creators in Singapore.” said Joanne de Rozario, managing director of BNM.
The Singapore Tourism Board (STB) and subscription box FabFitFun have joined forces to deliver STB's newly launched brand concept ‘Passion Made Possible’ to US consumers and portray Singapore as a multi-faceted shopping destination.As part of the partnership, Singaporean-inspired product bundles will be made available to the first 3,000 FabFitFun customers who opt-in through the winter add-ons sale.According to Q2 tourism performance report for STB, US visitor arrivals are up +8%, and tourism receipts are up +11%.Globally, Singapore saw a +5% growth in both visitor arrivals and tourism receipts.Kershing Goh, regional director, Americas, Singapore Tourism Board said: “Singapore – Passion Made Possible is a brand that tells a deeper and richer story of the destination, a story that encapsulates the ingenuity and drive of our people.There is great alignment between our new brand and the brand ethos of FabFitFun and through our partnership, we want to engage directly with their consumers and share with them the experiences in Singapore that would fulfill their individual passions and inspire new possibilities.”
Singapore Tourism Board (STB) has taken on a new approach for its major global campaign launch ‘Passion Made Possible’, which aims to show the world a more human side to the country.Without entirely shedding its ‘clean and green’ image, the new campaign wants to position Singapore as a place where people can come to be who they want to be, rather than tick of a to do list.The ‘Passion Made Possible’ tagline is part of a new branding for the country, which also launched this week, but the tourism campaign expands on the concept, focusing messaging around key ‘tribes’ that visitors and locals alike fit into.Since the campaign launched yesterday, however, not all Singaporeans have taken to the new concept.The idea is that you don’t just go to Singapore to eat, you become a foodie.An overall film ‘Where Passion Meets Possibility’ introduces the theme of the campaign, while two additional sets of films aim to promote the ‘tribes’ and go deeper into specific stories from Singaporeans that are prime examples of these tribes.
Singapore Airlines and Singapore Tourism Board has launched a new campaign to promote Singapore as a stopover destination for Australians.The “Singapore Stopover Holiday" campaign was launched via United Yeah, who created an interactive website to increase awareness of the package and encourage Australians to visit Singapore.The package, which includes airport transfers, accommodation from a selection of hotels, access to over 20 Singapore attractions including the Singapore Zoo and Gardens by the Bay, aims to promote Singapore as a tourism destination.“We are confident it will result in a significant increase in consumer awareness of our Singapore Stopover Holiday program,” said Dale Woodhouse, senior manager marketing & alliances Australia, Singapore Airlines.“We’re thrilled to kick off our collaboration with Singapore Airlines and Singapore Tourism Board in helping raise awareness of the amazing accommodation and cultural attractions on offer,” said James Anderson, co-founder, United Yeah.
Singapore Tourism Board (STB) has shot back against American crime TV series, Criminal Minds: Beyond Borders' portrayal of Singapore with a brilliantly crafted Facebook post.The series received brickbats from locals after an episode, titled Cinderella and the Dragon aired, portraying the island republic as a caricature of orientalist features.The STB has sent its rebuttal with a Facebook post highlighting the various locales that the series got wrong with a tongue-in-cheek captions that directly references quotes in the episode itself.There were other responses to this debacle such as one by popular local blogger, Mr Brown, who posted not one but two videos about it.STB has been quick in posting responses to faux pas by foreign media, such as Buzzfeed London labeling ice cream sandwiches as disgusting.However, this merely highlights the issue of western media trying to lump Asia as a single homogenous culture.
Singapore Tourism Board (STB) and Walt Disney Company Southeast Asia has announced a three-year partnership, which will see Singapore play host to Disney-themed events, according to a Channel News Asia Report.The collaboration will start with Star Wars-themed events this year, with Star Wars Day: May the 4th Be With You festival at Gardens by the Bay, celebrating the 40th anniversary of the movie franchise.Marvel-themed events will be showcased in 2018, followed by Disney Animation and Disney Pixar in 2019.“The multi-year activations will profile our attractions and precincts in Singapore, beginning with Gardens by the Bay for the Star Wars festival held in May.” Said Lionel Yeo, chief executive, STB.This partnership will offer opportunities for local event organisers and firms to grow their business and “enhance capabilities in world-class branded entertainment events,” according to Yeo.This collaboration provides “more exciting opportunities and unique experiences to take the Disney brand of storytelling closer to [its] Singapore fans as well as visitors from the region,” according to Rob Gilby, Walt Disney Company Southeast Asia.
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