YourSingapore Brand Story - Singapore Tourism Board

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Internet penetration is typically high in most of STB’s key markets with between 65% and 80% penetration in Australia, Korea, Japan, UK, North America, Germany and Malaysia (source: www.internetworldstats.com). In other markets where internet penetration is currently low (e.g. China, India, Vietnam, Indonesia, Philippines, Thailand), the internet audience is huge and mostly made up of affluent individuals. For example, China currently has the world's largest number of internet users at 384m as at Dec 2009, with 13.4% earning more than US$500 and above (source: China Internet Network Information Centre). Having identified the increasing demand for independent and individualised travel early, the Uniquely Singapore brand gave Singapore an early-mover advantage in establishing itself as a destination offering a highly personalised and user-centric visitor experience. Over the past few years, destination marketing has become increasingly competitive and less differentiated as more countries compete with similar branding positioning and creative execution. Within Asia Pacific alone, new destination brands such as Incredible India, Korea Sparkling, and Definitely Dubai are jostling alongside stalwarts like Malaysia – Truly Asia and Amazing Thailand for the same consumer mindshare. To continue to compete, it is imperative for Singapore break through the advertising clutter by sharpening and refreshing our brand communications. To cut-through and differentiate Singapore as a destination requires breaking a number of conventions that currently dominate the tourism category behaviour. This includes embracing the shift in media consumption and updating our brand expression to one that reflects today’s landscape and differentiates Singapore from our competition. STB’s plan is to claim the digital space by putting digital at the heart of our destination marketing strategy. Traditional media will not be excluded from our communications strategy, but it will play a more specific role, to emotionally engage our audience and drive potential visitors to digital platforms where they can experience and glimpse what Singapore has to offer or even book a travel itinerary to Singapore. You + Singapore + Digital Distilling these insights and the trend of travellers going digital when exploring, selecting and planning their destinations and travel itineraries, STB arrived at the evolved brand idea.
YourSingapore YourSingapore is underpinned by Singapore’s strengths as a destination – an experience which can be easily personalised thanks to Singapore’s concentration of sights, sounds, tastes, culture and attractions coupled with unparalleled user-centricity. YourSingapore differentiates Singapore’s value proposition from that of competitors; ensuring Singapore remains relevant and compelling to today’s travellers, as brand equity and brand recall impact visitor arrivals and tourism receipts. YourSingapore and its website, www.yoursingapore.com, enables visitors to own their Singapore experience and to customize their itinerary. It connotes that no two interpretations of the destination are the same. Additionally, YourSingapore delivers on Singapore’s promise of a multi-faceted and usercentric travel experience, and also positions the destination as one that is future-facing; one where visitors are invited to make their virtual experience of Singapore a reality. www.yoursingapore.com is an innovative and interactive platform that allows travellers to conceptualise and plan their individual Singapore travel itinerary in a user-friendly manner. The campaign website facilitates sharing of experiences among travellers and local residents alike, and will be powered by up-to-date multimedia content about all things Singapore. The website www.yoursingapore.com will deliver a new virtual reality experience that no other destination website currently offers. In the YourSingapore marketing campaign, the single minded representation of YourSingapore in the logo as YourSingapore.com is intended to drive people to visit the campaign website, where they will be inspired to explore what Singapore has to offer and be motivated into creating their personal itinerary for their trip, from securing a room in the latest boutique hotel to booking seats for a musical matinee. At www.yoursingapore.com, there will be something for everyone, and for every facet of you.
Page 1 and 2: YourSingapore Brand Story Cracking
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YourSingapore Brand Story - Singapore Tourism Board

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