Opinions: 

DMO Stories

With more than 1 million international visitors every month, and a popular stopover destination from destinations across Asia and Australasia, Singapore is one of the trendiest tourist destinations worldwide. Singapore Tourism Board launched a medium-term marketing strategy from 2016 to 2020, in order to tackle the increasingly complex tourism landscape and to stay ahead of the competition.

In a world that is constantly evolving, and where technology facilitates and influences consumer behaviour in a profound way, destinations need to constantly evolve and adapt to the travellers of today. Here at the #DTTT, we consider Singapore Tourism Board as one of the DMOs that continuously innovate its brand with a strategy that focuses on local people, their stories and passions, delivering these powerful messages through effective digital strategies.

In 2018, we caught up with Shoo Ling, Brand Director at the Singapore Tourism Board, who recognises that ‘the brand and consumer is never static’, and this is fundamental when it comes to developing a strategy to drive sustainable growth.

STB’s vision is to deliver “agile, bold and creative destination marketing that inspires and delivers results” developed with the ever-changing traveller in mind. Singapore’s marketing strategy aims at inspiring consumers before and after their arrival at the destination, with a focus on 3 main elements;

Singapore strategy

Telling a great Singapore Story

A visitor-centric approach, connecting visitors to the destination through personalised, authentic stories based on strong brand values. STB developed a series of videos for different passions groups - Foodies, Explorers, Collectors, Socialisers, Actions Seekers, Culture Shapers, successfully shifting the brand towards psychographic interests rather than demographics. 

Targeting the right fans

STB identified four clear market segments in order to create specific and targeted messages: working Millennials, young families, active silvers and business travellers. 

Enhancing delivery

Delivering the right content to the right people at the right time and place is fundamental. 

We met three key representatives of the Singapore Tourism Board in order to discuss the choices and drivers behind the definition of this strategy and the new global brand campaign launched in August 2017; Shoo Ling - Director, Brand, Terrence Voon - Director, Digital and Content, and Jeanne Ng - Assistant Director Marketing Capability

For more insights from the STB team and to watch the full case study, click here

More from #DTTT

  • In October we present:
    Delivering an Industry Development Programme
    Every DMO has a responsibility to their industry, to help them develop, connect the community and keep the destination competitive. Ultimately, this is the key to delivering the best possible visitor experience by being present at valuable touchpoints in the journey, and ensuring all digital activities are aligned to the destination’s overall goal. The #DTTT's [...]
    #digital maturity #industry development #dmo #industry
  • In October we present:
    X. Festival: Reshaping the Visitor Economy
    Reshaping the Visitor Economy I believe it was February when we started thinking about how feasible it was to run our next event. Organising two flagship events twice a year presents us with a very tight schedule when it comes to finding speakers, selecting venues, coordinating with sponsors and dividing the work amongst team members. [...]
    #reshapingtravel #digitalevent #event
  • In October we present:
    Defining the Ingredients of a Good Destination brand Experience
    A lot of DMOs are asking themselves, "how can we help our industry to pivot, to design new experiences and to prioritise sustainability in recovery?" Defining the Ingredients of a Good Destination Brand Experience Destination branding is driven by three main factors; reputation, identity and perception. However, the ultimate factor, the key ingredient that brings [...]
    #dmo brand #recovery #brand experience #brand #destination
  • In September we present:
    Market Pivot with Slovenian Tourist Board
    Building a Recovery Strategy that attracts the audiences in the 'new normal' The old way of targeting, converting and growing needs a revision. Gone are 'emerging markets' and 'disposable income' as audience criteria. We need to hit reset. Now more than ever, it is important to be sensitive to the concerns of visitors and to [...]
    #visitor journey #slovenia #consumer behaviour #trends #workshop
  • In June we present:
    New Normal, Same Visitors
    How can destinations safely reopen to international visitors? What are the strategies behind the reopening and what's the role of DMOs? These are only few of the questions we asked to VisitJamaica, who told us how they successfully managed to keep the nation safe for both of international tourists and locals, developing effective protocols and solid [...]
  • In June we present:
    Staycation Storytelling with Visit Estonia – Weekly Tourism Impact Call: Week 13
    DTTT · Staycation Storytelling with Visit Estonia Where do destinations find inspiration for their campaigns during COVID-19? How do they convince people to travel again and engage with the local tourism sector? With the focus on recovery and the domestic restart, we have seen many different campaign approaches aimed at the domestic market. The latest [...]
    #domestic tourism #recovery #COVID-19 #visit-estonia #storytelling #strategy
Show more
© 2020 Digital Tourism Think Tank