New Digital Brand Strategy for Singapore Tourism Board

The Singapore Tourism Board has shortlisted three agencies to propose a long-term digital brand strategy that will help enhance its presence in cyberspace as well as new digital platforms such as mobile and sensory media like interactive outdoor billboards, delivering an integrated seamless experience in the digital realm.

The agencies, OgilvyOne, XM Asia and The Upper Storey, were selected based on several factors such as their industry knowledge, relevant experience, reputation, and creative standard. A tender to appoint an agency to execute the ideas and strategy will be called soon.

Among the concepts that the agencies were tasked to conceptualise are increased opportunities for travelers to interact with others online and share their own experiences about Singapore, thereby growing a community of advocates for Singapore as a destination. STB would also like to create new digital platforms for tourism industry stakeholders to share their offerings. With more relevant content that bear a personal touch, the STB hopes to increase engagement in the digital space.

Mr Ken Low, Assistant Chief Executive (Brand & Communications), Singapore Tourism Board, said, “With a focussed long-term digital brand strategy, we can take the visitor experience to a whole new level. Technology will enable us to reach our target visitor markets and segments in new unique ways before they arrive and during their stay. Hopefully, having had a differentiating personal experience of Singapore, these visitors will become our tourism ambassadors to spread the word about Singapore as a vibrant global city brimming with energy and buzz.”

Some 30% of visitors to Singapore use the Internet before planning their trip.

See other recent news regarding: Travel News Asia, Hotels, Singapore