(TAN): Singapore Tourism Board (STB) and Klook have teamed up to launch a SGD 2 million (USD 1.47 million) domestic marketing partnership to drive the rediscovery of Singapore’s tourism and lifestyle offerings, under the SingapoRediscovers campaign.
Both organisations share a common goal to encourage locals to explore and experience a different side of Singapore during the seven-month partnership, which starts in September.
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Lynette Pang, assistant chief executive (marketing group), Singapore Tourism Board, said: “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.”
Marcus Yong, vice president marketing, APAC, Klook said: “Klook is excited to partner with STB and to be part of SingapoRediscovers. Our mission has always been to empower consumers to experience the best of a destination and through this partnership, we hope to bring back a sense of joy and adventure as locals explore their own backyard. Being uniquely placed as Singapore’s leading experiences platform with more than 600 local activities, we hope to help businesses build collective demand and reignite the industry.”
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The partnership has three focus areas: curated promotions for products and experiences, content development, and digital marketing to boost spend.
Under the partnership, businesses – ranging from hotels and attractions to tour operators and dining establishments – will be encouraged to develop new products and experiences. The aim is to inspire locals and encourage them to explore precincts such as Orchard Road, Chinatown, Civic District and Katong-Joo Chiat.
These new products and refreshed experiences would also be curated into bespoke bundles with attractive offers to appeal to different interest groups such as Foodies, Outdoor Enthusiasts, Value Seekers and Weekend Warriors. Examples include pairing a stay at Mandarin Orchard Singapore with an Art Jam Session in the heart of Orchard Road or complementing a stay at Hotel Mono in Chinatown with a nostalgic journey on Trishaw Uncle Guided Tours.
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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. From video reviews to livestreams, 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.
Both parties will also co-invest in digital marketing initiatives, such as search engine marketing, display and social media advertising.
