Singapore Tourism Board (STB) launched its YourSingapore campaign in London yesterday, encouraging agents and customers to consider the island as more than a stopover.
Joined by A Place in the Sun presenter Amanda Lamb, STB’s Regional Director of Europe John Conceicao said the YourSingapore brand will be rolled out across Europe next week, including a range of advertisements featuring the ‘individual’ logos.
“Singapore doesn’t just have to be a stop-over, it can fill a city-break with a four-day itinerary. We need to re-educate the travel trade to tell them what’s new in Singapore and develop the programmes and training on our website” said STB’s Area Director of Northern and Western Europe Eunice Yeo.
“There is information to help travel agents package holidays. It’s a destination where people can come and spend several days or even a weekend and come back,” added Conceicao.
The rebranding is to supplement the Uniquely Singapore brand, which has served the tourist board since 2004. “We are trying to take it a step further, what Singapore means to you,” said Conceicao.
The heart of the campaign is the YourSingapore website, which is displayed on the advertisements.
“In this generation everyone is online. The website will help people find out things for themselves and make their own itineraries,” added Conceicao.