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Businesses, such as hotels, attractions, dining establishments and tour operators, will be encouraged to develop new experiences and products to encourage locals to explore precincts like Chinatown, Orchard Road, Katong-Joo Chiat and Civic District.
The Singapore Tourism Board (STB) and booking platform Klook have launched a $2 million marketing partnership to promote domestic tourism and lifestyle offerings under the SingapoRediscovers campaign.
The seven-month partnership will start in September, revealed STB and Klook in a release on Monday (14 September).
It will focus on three areas – curated promotions for experiences and products, content development as well as digital marketing to boost spend.
Businesses, such as hotels, attractions, dining establishments and tour operators, will be encouraged to develop new experiences and products to encourage locals to explore precincts like Chinatown, Orchard Road, Katong-Joo Chiat and Civic District.
The release noted that these refreshed experiences and new products will be “curated into bespoke bundles with attractive offers to appeal to different interest groups such as Foodies, Outdoor Enthusiasts, Value Seekers and Weekend Warriors – locals who like to keep their weekends fresh and exciting”.
For instance, a stay at Mandarin Orchard Singapore will be paired with an Art Jam Session at Orchard Road or a stay at Hotel Mono in Chinatown will be paired with a “nostalgic journey on Trishaw Uncle Guided Tours”.
“To encourage further exploration around Singapore, STB and Klook will collaborate to create authentic stories through Klook’s pool of key content partners and opinion leaders,” said the release.
“From video reviews to live streams, the intent is to cast a spotlight on hidden gems and value-for-money promotions, as well as to raise the profile of various home-grown businesses around Singapore.”
To enhance the reach and searchability of the promotions and offerings, both STB and Klook will co-invest in digital marketing initiatives, like search engine marketing as well as display and social media advertising.
“Through SingapoRediscovers, we encourage locals to explore Singapore, experience our vibrant tourism and lifestyle offerings, and support home-grown businesses. Klook shares the same aim. We look forward to leveraging their digital marketing capabilities and extensive network of partners to amplify our efforts, as well as encouraging their users to support curated local experiences, quality promotions and content in the coming months,” said Lynette Pang, Assistant Chief Executive (Marketing Group), Singapore Tourism Board.
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Victor Kang, Digital Content Specialist at PropertyGuru, edited this story. To contact him about this or other stories, email victorkang@propertyguru.com.sg