Singapore Roars! Campaign Revs Up with Global Online Contest

The Singapore Tourism Board (STB) today launched a three-month long Singapore Roars! Online Contest to encourage people around the world to learn more about Singapore as a tourist destination and to create greater global awareness of the great travel packages and offers that are available as part of the Singapore Roars! campaign.

This online competition will offer the global internet audience a chance to win exciting free holidays to Singapore. By logging on www.singaporeroars.com and answering a simple question, they can get a chance to win a holiday of a lifetime! As they surf on the contest site, they will also get to learn more about Singapore's leading icons and what makes Singapore such a compelling destination.

Each month till 7 November 2003, one lucky winner stands to win a pair of return economy class air tickets on Singapore Airlines, three nights' hotel  accommodation at InterContinental Singapore and a S$1,000 shopping voucher.

In addition, all entries will qualify for the Grand Draw, to be held on 10 November 2003 where a pair of Raffles class air tickets on Singapore Airlines, five nights' hotel accommodation at InterContinental Singapore in a presidential suite and a S$2,000 shopping voucher await the winner. To further extend the reach of the contest, contest participants who refer every five friends to the competition will garner additional chances to win!

The online contest is a key promotional initiative of the Singapore Roars programme, which STB announced at a launch party on 18 June 2003. The Singapore Roars programme includes a six-month line-up of Roaring Great Deals, roaring events and outstanding travel and accommodation packages, "Roaring SurPrizes" for visitors.

The online contest will be publicised through online media advertising, focusing on markets with high internet penetration and strong recovery potential such as Australia and United Kingdom. The contest will also heighten Singapore's visibility in our top visitor generating countries such as Malaysia, India and Indonesia. The contest site will be translated, in the next few weeks,  into various languages such as Bahasa Indonesia, Japanese, Korean and Chinese to further encourage more participants. In total, the above mentioned markets represent over 73% of Singapore's visitor arrivals in 2002.

STB's Deputy Chairman and Chief Executive, Lim Neo Chian said: "Online marketing is a quick and effective way to reach out to the huge numbers of potential travellers out there. In terms of reach and scale, this Online Contest is the largest initiative which the Board has embarked on in the virtual space. This represents our belief in the potential of the web for marketing. It will certainly complement the global print and broadcast advertising campaign and gives an added boost to building the awareness of the Singapore Roars message. We are also pleased to have the strong support of our industry  partners Singapore Airlines (SIA) and the InterContinental Singapore."

SIA's Senior Vice-President of Marketing, Mr Tan Chik Quee, added: "We have to employ all means that can effectively entrench Singapore in the traveller's map. Singapore Airlines is thus pleased to cooperate in this joint effort to promote Singapore's many offerings in the internet realm."

InterContinental Singapore's General Manager, Mr Rolf Hübner said: "We are very pleased to be part of this global Online Contest. InterContinental Hotels & Resorts is a leader in the online business and we welcome this opportunity to support Singapore as a destination. "