(TAN): Enterprise Singapore (ESG), Sentosa Development Corporation (SDC) and Singapore Tourism Board (STB) announced the launch of SingapoRediscovers, a campaign that supports local lifestyle and tourism business. The campaign encourages Singaporeans and residents to explore different sides of Singapore.
The agencies have set aside USD 45 million for the campaign and its supporting marketing initiatives. Through a wide range of partnerships with lifestyle and tourism businesses, business associations, community groups and e-commerce platforms, the campaign will offer unique and value-for-money experiences, packages and promotions for locals.
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STB Chief Executive Keith Tan said: “COVID-19 has had a severe impact on many sectors of our economy, and it will take time for consumer confidence and international travel to recover. We will need a collective effort by the government, community and industry stakeholders, and all Singaporeans, to sustain and support great local businesses. With SingapoRediscovers, we have collaborated with various partners to create value for consumers through engaging content, quality experiences and attractive promotions. Through this campaign, we hope that Singaporeans will gain fresh perspectives, and take a short holiday – or a Singapoliday – to rediscover their own country and help support local businesses.”
This is the largest campaign introduced in Singapore to drive local demand, and the first since Step Out Singapore after SARS in 2003, and BOOST (Building on Opportunities to Strengthen Tourism) in 2009 after the Global Financial Crisis.
SingapoRediscovers stems from the work of the Tourism Recovery Action Taskforce, which was launched in February 2020 in response to the COVID-19 pandemic.
The campaign focuses on three broad areas:
- Partnering with local communities to help locals discover hidden gems
- Curating precinct itineraries to create authentic experiences for locals
- Collaborating with hotels, tour operators, attractions and precincts to develop quality experiences and attractive promotions. Precincts will be packaged as mini-holiday destinations, where locals can embark on a Singapoliday to enjoy the many experiences and promotions within.
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The SingapoRediscovers campaign will be supported by other existing initiatives to drive local demand for our businesses, such as the Marketing Partnership Programme and the SG Stories Content Fund.
ESG Deputy Chief Executive Officer Ted Tan said: “We recognise the challenges that many of our local F&B and retail businesses face, even as the economy gradually reopens. Aside from the targeted measures rolled out earlier to help these sectors address immediate needs, we hope that they can create new revenue streams and encourage increased consumer spending through exciting promotional programmes. We will be working closely with industry partners to maximise our efforts and reach. We call for consumers to rediscover what our food and retail outlets are offering, be it in your own neighbourhood or in precincts further away.”
“As one of the key leisure destinations in Singapore, we believe Sentosa is in a good position to stimulate the tourism sector’s recovery. With our diverse array of unique leisure experiences all in one place, Sentosa is the perfect island getaway for locals looking for a holiday,” said SDC Chief Executive Officer Thien Kwee Eng. She added: “We have been heartened by the good base of locals who have been showing their support to businesses in Sentosa. Through SingapoRediscovers, we will build on our island charm and unique value proposition to encourage locals to rediscover Sentosa, while helping businesses rebound from the effects of the pandemic.”
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Partnering with local communities to help discover hidden gems
To inspire locals to rediscover a different side of Singapore through authentic content and insider tips, the campaign will tap on the expertise of community groups and interest groups. They will help develop campaign content around three themes – rediscover local secrets, rediscover family time and rediscover culture. For instance, photographers such as Chia Aik Beng (@aikbengchia) will be the campaign’s lead curator for the photography community, while Mindy Tan (@mindytanphoto) and Yafiq Yusman (@yafiqyusman) will spearhead a ground-up movement to capture the familiar sights of Singapore through a fresh lens, using the hashtag #SingapoRediscovers. Locals are also encouraged to use the same hashtag for their content.
Curating precinct itineraries to create authentic experiences for locals
Locals can also rediscover the heartlands through curated tours conducted by the Federation of Merchants’ Associations, Singapore, Heartland Enterprise Centre Singapore and the Society of Tourist Guides (Singapore), which will offer new experiences through local favourites or new sights through undiscovered trails. This will be complemented by a Jalan Jalan: Your Good Hoods Guide initiative, to promote local neighbourhoods through guidebooks, with curated gastronomic, shopping, entertainment, and arts destinations that allow locals to experience a new side of their familiar neighbourhoods.
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Developing quality experiences and attractive promotions
To encourage more local support, the campaign features value-for-money promotions and quality experiences across various sectors and partners. Businesses and associations such as the Singapore Retailers Association, Singapore Hotel Association, Association of Singapore Attractions and Chinatown Business Association will rally members to collaborate on marketing and promotions. The offers will be housed on the VisitSingapore app and the newly-launched SingapoRediscovers microsite.
For a start, around 40 businesses have come on board to offer some 80 promotions, including attractions, tours, and hotel stays. Starting from August, various F&B campaigns and promotions will be launched to drive footfall and attract more diners to outlets in different parts of the island. To encourage bookings for hotels, attractions and tours, STB and Expedia are embarking on a global marketing partnership. These offers will be for locals first, and will eventually be extended to overseas visitors and include flight promotions. STB is also partnering Klook to create engaging content, and develop new and interesting products and promotions for locals. Both partnerships kick off in September.
As a nine-month campaign, SingapoRediscovers will ramp up progressively with more experiences and content to be announced over the next few months.
