And despite its contemporary persona and new-fangled attractions, Singapore is a melting pot of co-existing cultures. The website refl ects that contemporary and heritage-rich variety as well. “The transactional opportunities are immense,” says Yeo. And the experience can be fl uid. Your travel plan can be parked in your phone. Enter Singapore, connect to a wireless network and very soon offers and promotions will come your way when you hit a particular location that’s in your plan. When asked if the emphasis on digital strategy may direct the brand to a more digital savvy group, Yeo says that according to Google, over 75% of travelers plan their journey online. But eliciting visitor interest and generating brand advocacy needs the support of relentless product development. The iconic Orchard Road has been rejuvenated. Two integrated resorts have opened -- the Marina Bay Sands and Resorts World Sentosa with Universal Studios Singapore. Other mega developments are in tow. Quips Yeo, “2010 is the year of the transformed Singapore.” And soon to hit the scene are a water theme park, the Singapore River Safari, an international cruise terminal, Gardens by the Bay and the world’s fi rst Youth Olympic Games in August. 34 <strong>Brand</strong> <strong>Equity</strong> Volume 2, 2010 “There is no let-up in the intensity of product development,” insists Yeo. To deliver year-long excitement, STB is promoting Singapore’s very own version of the four seasons – culture chic, lifestyle, fun and celebration seasons; except that it is a 24/7/365 affair arranged over four quarters. And to make a point about being able to personalize the experience, STB has implemented parallel thematic campaigns such as nature, fun, romance and shopping – and each is represented by an adapted insignia. But there is a rather curious question; why not MySingapore instead? Clarifi es Yeo, “MySingapore is rather prescriptive, whereas with YourSingapore, we’re saying you can enjoy Singapore the way you want it.” And what has the campaign delivered thus far? Says Yeo, “The initial response is largely qualitative by nature, with visitors expressing their satisfaction with our portal and the newer attractions. Quantitatively, it is too soon to tell but Singapore is recording new highs in monthly visitor arrivals so far this year.”
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