INDIA - Singapore Tourism Board
INDIA - Singapore Tourism Board
INDIA - Singapore Tourism Board
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<strong>Singapore</strong> <strong>Tourism</strong><br />
Industry Conference 2009<br />
11 February 2009<br />
February 11, 2009
AGENDA<br />
1 Performance Update<br />
2 2008 Key Marketing Campaigns<br />
3 Opportunities, Issues & Challenges<br />
4 2009 Global Marketing Campaign
<strong>INDIA</strong> : Visitor Arrival Trend (2004 – 2008)<br />
Indian visitor arrivals to <strong>Singapore</strong> almost doubled over the last 5 years.<br />
India Visitor Arrivals into <strong>Singapore</strong>, Yearly, 2004-2008<br />
000<br />
800<br />
700<br />
600<br />
500<br />
400<br />
300<br />
200<br />
100<br />
0<br />
778<br />
749<br />
659<br />
471<br />
584<br />
2004 2005 2006 2007 2008<br />
VA
<strong>INDIA</strong>: Trend for Peak Travel Period (2004 – 2008)<br />
May and June are the peak travel period for Indians to <strong>Singapore</strong>,<br />
corresponding with the main summer school holidays.<br />
India Visitor Arrivals into <strong>Singapore</strong>, Monthly, 2004-2008<br />
120,000<br />
100,000<br />
80,000<br />
60,000<br />
40,000<br />
20,000<br />
0<br />
Jan Feb Mar Apr May Jun<br />
Jul Aug Sep Oct Nov Dec<br />
2004<br />
2005<br />
2006<br />
2007<br />
2008
<strong>INDIA</strong> : Monthly Visitor Arrival (Jan – Dec 2008)<br />
India Visitor Arrivals into <strong>Singapore</strong>, Monthly, Jan – Dec 2008<br />
000<br />
120<br />
100<br />
80<br />
60<br />
103<br />
58<br />
84<br />
68<br />
63<br />
63<br />
58<br />
59<br />
53<br />
49<br />
57<br />
63<br />
40<br />
20<br />
0<br />
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
AGENDA<br />
1 Performance Update<br />
2 2008 Key Marketing Campaigns<br />
3 Opportunities, Issues & Challenges<br />
4 2009 Global Marketing Campaign
<strong>INDIA</strong> : 2008 Key Marketing Campaigns<br />
1. Build Uniquely <strong>Singapore</strong> Brand<br />
Disney Animation TVC for CIT<br />
T.V embedding in Bengali T.V serial<br />
Sonar Horin<br />
7
<strong>INDIA</strong> : 2008 Key Marketing Campaigns<br />
Summer<br />
Family Mailer<br />
3.5 Million<br />
circulation<br />
Top rate #1 kids program on POGO<br />
channel : M.A.D brought to <strong>Singapore</strong><br />
8
<strong>INDIA</strong> : 2008 Key Marketing Campaigns<br />
2. <strong>Singapore</strong> as top of mind for HMI<br />
Uniquely <strong>Singapore</strong> Weekends in top 8 cities<br />
9
<strong>INDIA</strong> : 2008 Key Marketing Campaigns<br />
3. Penetration into Tier 2 cities<br />
Achieve growth of 4.5%<br />
versus<br />
average 2.3 % in Metros<br />
Development<br />
of airline<br />
partnerships<br />
in North and<br />
East India<br />
(e.g. Air India<br />
Express)<br />
10
<strong>INDIA</strong> : 2008 Key Marketing Campaigns<br />
Accolades received in 2008<br />
Galileo Express Travel Awards, 2008<br />
Best Short Haul Destination<br />
India’s most respected & premium travel &<br />
tourism industry award<br />
CNBC Travel Awards, 2008<br />
Best International Destination<br />
Based on an exhaustive consumer response<br />
study and recognizes & honours the best in<br />
class; destinations, organizations and<br />
service providers.<br />
11
<strong>INDIA</strong> : 2008 Key Marketing Campaigns<br />
<strong>Singapore</strong> Education (SE)<br />
• Deepen Awareness of <strong>Singapore</strong>’s<br />
Education clusters<br />
• Raise awareness of PEO’s<br />
. Print and On-line<br />
2.1 million newspaper supplement booklets<br />
Participation in Third Party Fairs<br />
Widened SE Consultant Network<br />
• New certification – SE consultant<br />
• Number of Representatives: 40 to 100<br />
• Cities with consultants: 15 to 25<br />
12
<strong>INDIA</strong> : 2008 Key Marketing Campaigns<br />
BTMICE<br />
Corporate Outreach<br />
ECONOMIC TIMES Leaders’ Challenge –<br />
<strong>Singapore</strong> as the final destination sponsor<br />
Double-Spread Ads<br />
13
AGENDA<br />
1 Performance Update<br />
2 2008 Key Marketing Campaigns<br />
3 Opportunities, Issues & Challenges<br />
4 2009 Global Marketing Campaign
<strong>INDIA</strong> : Opportunities, Issues & Challenges<br />
• Poor economic conditions batters price sensitive<br />
mass market - Price competition<br />
ISSUES &<br />
CHALLENGES<br />
- Staycation<br />
- Reduction in Flights<br />
• Mass market image entrenched<br />
• Need leap beyond premium-Asian<br />
Higher-end long-haul market on reduced budget<br />
• <strong>Singapore</strong> as the best short-haul better value alternative<br />
• Introductory Offer<br />
OPPORTUNITIES<br />
• Convenient frequent getaway<br />
- Family (Attractions, CIT, GSS, Cruise)<br />
- Romance (WGS, SAF, Sun Fest, GSS, CIT, Spa,<br />
Dining Resort / Hotel / Cruise)<br />
- Education<br />
- Corporate / Incentive Travel (SGP, Sun Fest, Cruise)
AGENDA<br />
1 Performance Update<br />
2 2008 Key Marketing Campaigns<br />
3 Opportunities, Issues & Challenges<br />
4 2009 Global Marketing Campaign
Demand Committee (BDC)<br />
Arising from the <strong>Tourism</strong> Consultative Council meeting (co-chaired by CE, STB and<br />
President, SHA) held on 7 November 2008, STB was encouraged to form BDC with<br />
industry stakeholders to kick start tourism recovery.<br />
Public-Private Collaboration: Members of BDC comprise both STB and industry<br />
stakeholder representatives.<br />
Organization Representative<br />
BOC Designation<br />
Mr Quek Swee Kuan<br />
Deputy Chief Executive (International) Co-Chairperson<br />
Ms Margaret Heng<br />
Executive Director<br />
Mr Tan Lye Teck<br />
Deputy Director General (Development)<br />
Mr Alex Chan<br />
Inbound Committee Chairman<br />
Mr Jeyathurai A.<br />
Chairman - Marketing<br />
Ms Lau Chuen Wei<br />
Executive Director, SRA<br />
Co-Chairperson<br />
Member<br />
Member<br />
Member<br />
Member
2009 <strong>Tourism</strong> Recovery Marketing Strategy<br />
Formulate & Champion a joint STB/Industry campaign in 2009 to<br />
sustain the tourism industry during the economic downturn and<br />
emerge stronger when the economy recovers.<br />
DEMAND<br />
SUPPLY<br />
1 Umbrella<br />
Marketing<br />
Roll out marketing campaign &<br />
initiatives that stand out from the<br />
clutter of other NTOs,<br />
to entice visitorship<br />
2<br />
Driving Value<br />
with Desirable<br />
Experiences<br />
Formulate measures to motivate<br />
stakeholders to develop compelling<br />
travel products / content
Umbrella Marketing Campaign Idea : 2009 Reasons<br />
to Enjoy <strong>Singapore</strong><br />
• Get people to reappraise <strong>Singapore</strong> by:<br />
• Dispelling perception barriers of being “costly” and “boring”<br />
• Spelling out the wide range of reasons to visit <strong>Singapore</strong><br />
• Reasons consist of:<br />
• Special deals<br />
• Signature events<br />
• Unique experiences<br />
• Umbrella campaign that is flexible enough to house deals, signature events<br />
and unique experiences all under one single proposition<br />
• Tactical campaign to drive visitor traffic specifically for 2009<br />
• Media plans (including print, radio, online) will be customised to suit each<br />
market
2009 Reasons To Enjoy <strong>Singapore</strong><br />
2009 Reasons to<br />
Enjoy <strong>Singapore</strong>
Online strategy to reach out globally<br />
Tap on visitsingapore.com’s strong visitor traffic (333,000 unique viewers per<br />
month) to increase campaign awareness<br />
WIP<br />
WIP
2009 Reasons to enjoy <strong>Singapore</strong> – Launch Initiative<br />
WIP<br />
WIP
Fly on US! – Uniquely <strong>Singapore</strong><br />
• Fly to <strong>Singapore</strong> OR Fly your friends to <strong>Singapore</strong> on us by filling up<br />
our virtual Uniquely <strong>Singapore</strong> airplanes online (e-seats)<br />
• The system will choose every 2009th name and he/she will get a PAIR<br />
of FREE air-tickets to <strong>Singapore</strong> ($500,000 worth of airtickets up<br />
for grabs!)<br />
• For every name that you nominate, you will get a chance to win<br />
S$10,000 cash to spend in <strong>Singapore</strong><br />
• This will be launched on visitsingapore.com/2009reasons website<br />
as well as Facebook, and we foresee tremendous viral potential<br />
• User details will be used to feed our database for sending out eDMs
Fly on US! – Book seats for your friends
Fly on US! – Book seats for your friends
2009 BOOST Demand Marketing Strategy<br />
Deploy resources to<br />
where it matters<br />
Clear market<br />
segmentation<br />
Clear customer<br />
segmentation<br />
Measures must be<br />
effective to reach out to<br />
targeted consumers<br />
London<br />
Frankfurt<br />
China<br />
India<br />
Vietnam<br />
Malaysia<br />
Indonesia<br />
Sydney<br />
Key Markets<br />
Emerging Growth<br />
Market<br />
Stopover Markets
2009 BOOST Demand Marketing Strategy<br />
Deploy resources to<br />
where it matters<br />
Clear market<br />
segmentation<br />
Clear customer<br />
segmentation<br />
Measures must be<br />
effective to reach out to<br />
targeted consumers<br />
Enhancing our FIT/F&E, GIT, Stopover packages to show<br />
<strong>Singapore</strong> offering unexpected value through a range of<br />
different great offers, yet providing unique experiences<br />
FIT/ F&E<br />
Group<br />
Traffic<br />
Stopover<br />
Traffic<br />
MICE<br />
Traffic<br />
Domestic<br />
Program
Driving Value and Desirable Experiences<br />
FIT/ F&E<br />
Group<br />
Traffic<br />
Stopover<br />
Traffic<br />
Domestic<br />
Program<br />
Industry Partners<br />
NATAS Inbound<br />
Committee<br />
CAAS<br />
Budget Carriers<br />
& LCCs<br />
Initiatives<br />
Objective : Rekindle interest to experience SG<br />
at great value<br />
Consortium of ground handlers to propose<br />
thematic land package in SG<br />
Value for money 2 to go thematic packages :<br />
Island Escapades / Party in SG / Spa & Relax<br />
CAAS to encourage airline-travel agent pairings<br />
and drive to web bookings<br />
Special lead in air-fares with availability to book<br />
both F&E as well as all inclusive land<br />
experiences on the same platforms
Airline Engagement<br />
Deploy resources to<br />
where it matters<br />
Clear market<br />
segmentation<br />
London<br />
Frankfurt<br />
China<br />
Great Airline Deal<br />
• Attractive return tix per city<br />
• Booking period: February<br />
• Travel period: Feb to May<br />
India: Mumbai, Delhi, Chennai<br />
India<br />
Vietnam<br />
Malaysia<br />
Indonesia<br />
Sydney
Driving Value and Desirable Experiences<br />
Objectives<br />
FIT/ F&E<br />
Group<br />
Traffic<br />
Stopover<br />
Traffic<br />
Domestic<br />
Program<br />
• To increase the ‘value’ of group travel itinerary for the targeted markets under the<br />
recovery programme<br />
• To directly incentivise <strong>Singapore</strong> based ground handlers through matching of<br />
attraction tickets committed in the package.<br />
• Incentives aimed at engaging stakeholders along the value chain for group travel:<br />
Ground<br />
handlers<br />
• 3D2N (continuous)<br />
package<br />
• At least 2 gated<br />
attractions<br />
• In-market TA<br />
consortium to bundle<br />
attractive airfares<br />
Attractions<br />
• Work with ground<br />
handlers to offer<br />
value for money<br />
experience<br />
• Co-investment in<br />
terms of offering<br />
special price to<br />
STB<br />
STB<br />
• Match attraction<br />
tickets committed<br />
by ground<br />
handlers<br />
• Launch A&P<br />
campaign inmarket<br />
In-market<br />
TA<br />
consortium<br />
• Co-share marketing<br />
efforts with STB RO
Laydown of In-Market Plans<br />
India<br />
Feb-Mar09<br />
Apr-May<br />
Jun-Jul<br />
Aug-Sep<br />
Oct-Nov<br />
Dec<br />
(2009 Reasons)<br />
Metro<br />
Newspapers<br />
Tier 2 Cities<br />
Tour Operator Driven<br />
Blog<br />
Long term<br />
On-line<br />
Travel Agent<br />
Long term<br />
Magazines
Laydown of In-Market Plans<br />
India<br />
Education<br />
Romance<br />
(WGS, SAF, Sun Fest, GSS, CIT,<br />
Spa, Dining Resort / Hotel / Cruise)<br />
Family<br />
(Attractions, CIT, GSS, Cruise)<br />
Corporate /<br />
Incentive<br />
Travel<br />
(SGP, Sun Fest)
Laydown of In-Market Plans<br />
India<br />
Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09<br />
<strong>Singapore</strong><br />
Highlights<br />
Chingay<br />
Parade<br />
MOSAIC<br />
Music<br />
Festival<br />
WGS<br />
GSS<br />
GSS<br />
Indian<br />
Calendar<br />
Marriage<br />
Season<br />
Marriage<br />
Season<br />
School /<br />
College<br />
Exams<br />
School /<br />
College<br />
Summer<br />
Vacations<br />
School /<br />
College<br />
Summer<br />
Vacations<br />
School /<br />
College<br />
reopens<br />
Long<br />
Weekends<br />
Mahashivratri<br />
Holi &<br />
Id-e-Milad<br />
Good Friday<br />
May Day<br />
Cruise<br />
Cruise<br />
Cruise<br />
Cruise / GSS<br />
GSS<br />
GSS<br />
We<br />
Promote<br />
Romance<br />
Romance<br />
Family<br />
Family<br />
Romance<br />
Romance
Laydown of In-Market Plans<br />
India<br />
Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09<br />
<strong>Singapore</strong><br />
Highlights<br />
SFF, River<br />
Festival<br />
SGP Season<br />
Sun Festival,<br />
Deepavali<br />
Celebrations<br />
CIT<br />
CIT<br />
ZoukOut<br />
Indian<br />
Calendar<br />
Diwali.<br />
School/Colle<br />
ge Vacations<br />
School/Colle<br />
ge re-opens<br />
Christmas<br />
Vacations<br />
Long<br />
Weekends<br />
Ramzan Id,<br />
Dassera<br />
Mahatma<br />
Gandhi's<br />
Birthday<br />
Guru<br />
Nanak's<br />
Birthday<br />
Christmas<br />
We<br />
Promote<br />
River<br />
Festival /<br />
Cruise<br />
Romance<br />
SGP Season /<br />
Cruise<br />
Corporate /<br />
Incentive<br />
SGP Season /<br />
Sun Festival<br />
Corporate /<br />
Incentive<br />
CIT<br />
Family<br />
CIT<br />
Family<br />
CIT<br />
Romance
Laydown of In-Market Plans<br />
India<br />
• 18 Feb -- Media release on Fly on Us (Launch)<br />
• 19 Feb – Advertising on Fly on Us (Launch) + other reasons<br />
• 25 Feb (or one day before Great Airline Deal) -- Media release<br />
• 26 Feb -- Advertising on Great Airline Deal<br />
+ preview of special fares + other reasons<br />
• 5 Mar -- Advertising Airline Deals (2 nd phase)<br />
• 12 Mar -- Advertising Airline Deals (3 rd phase)<br />
• 19 Mar -- Advertising with Major Tour Operator till end of the year<br />
(focus four & five star accommodation & HMI activities)
Queries on BOOST Demand Initiatives<br />
For more information, please visit:<br />
www.stb.gov.sg/ tic<br />
Email:<br />
<strong>Tourism</strong>_Boost@stb.gov.sg<br />
TIC Hotline:<br />
6736-0777
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