STB Launches Only in Singapore - Right Now! Campaign in Malaysia

The Singapore Tourism Board (STB) has launched a new marketing campaign for Malaysia, one of Singapore’s most important markets.

The fifth in a series of differentiated marketing campaigns after those launched in China, Australia, India and Indonesia, this campaign, based on an idea that is identical to the Indonesian campaign’s - Only in Singapore, Right Now!, aims to curate and deliver offerings and experiences based on a deeper understanding of consumer needs.

While Malaysian visitors to Singapore are already familiar with the destination’s attributes, they still seek more information on what’s new, and visit Singapore for a diverse range of lifestyle reasons. This is backed up by research, which showed that a significant portion of Malaysian travellers to Singapore are repeat visitors, with most of them having visited Singapore in the past three years.

“Just as we do in Indonesia, we have spent years engaging the Malaysian market and researching on consumer needs and behaviour. With the insights gleaned, we are now better able to engage the Malaysian visitor at a deeper and more meaningful level. Due to close proximity, ease of access and familial ties, it’s only natural that we see visitors from Malaysia returning repeatedly for visits. This also means that Malaysians are generally also very familiar with Singapore. Nonetheless, we think that more can be conveyed to entice Malaysians to visit our ever-evolving destination even more frequently. Hence, through the “Only in Singapore, Right Now!” campaign, we aim to raise awareness of the bounty of experience and lifestyle options on offer here that we believe will appeal to frequent travellers from Malaysia,” said Ms. Sophia Ng, Assistant Chief Executive, Marketing Group, Singapore Tourism Board.

The campaign is supported by a website, and an integrated set of social media elements with the YourSingapore Facebook page, Twitter feed and smartphone application.