The Changi Airport Group and the Singapore Tourism Board are investing S$35m ($25.9m) in a new two-year partnership aimed at promoting Singapore as a destination ‘in key markets’.

 

 

This follows the clear recognition by both parties that they are going to have to work hard to keep arrivals numbers healthy in what is likely to be a very challenging market environment this year.

 

 

As a result, both are now working towards achieving ‘sustainable annual growth in visitor arrivals of 3-4%’ over the next decade.

 

 

This latest tie up is said to be the largest strategic partnership between CAG and STB to date and it comes at a time when tourism.

 

 

In a statement, CAG said: “The two-year partnership will see both organisations embark on joint marketing campaigns – globally and within mutually-aligned key markets – aimed at building greater affinity and emotional ties with travellers.

 

 

“This initiative aims to shape and enhance long-term global perceptions of both Singapore and the award-winning Changi Airport as destinations in their own right and thereby driving tourist traffic to and beyond Singapore.”

 

 

 

 

 

 

SINGAPOREAN DIVERSITY

One of the first changes planned is to bring ‘more local flavour’ to the airport experience and this will be approached by showcasing Singapore-inspired local culture and more local brands across all the terminals, in an effort to make the airport an attraction in itself.

 

 

Both CAG and STB also point to ‘experiences as core’ after previous utilising different overseas joint marketing campaigns, from micro-movie collaborations for the China market, to editorial partnerships with Condé Nast Traveller Magazine in India.

 

 

Based on ‘the momentum of these efforts’, both parties say they will deepen their marketing efforts across the Asia-Pacific region, including key markets such as Australia, Indonesia, China and India.

 

 

They hope that this strategy will help to create ‘a regional appreciation of Singapore as an ideal holiday and lifestyle destination’. Joint campaigns will also be augmented by close collaboration with trade partners such as travel agents, airlines and cruise line organisations.

 

 

CAG and STB also plan to partner with Singapore Airlines shortly, to develop and market products that will provide visitors with more compelling and enjoyable experiences in Singapore.

 

 

Besides all this, CAG and STB have also identified other opportunities to attract visitors such as MasterChef Asia.

 

 

 

 

 

CULINARY ATTRACTION

They say that the Asian edition of the hit reality series, slated to air in the second half of 2015, will profile Singapore’s colourful and rich culinary heritage. In addition, the television series is already said to have established Singapore as a dining destination of excellence among many visitors, while showing off the country to a global audience.

 

 

Mr Lionel Yeo, STB’s CEO said: “Singapore and Changi Airport are known for efficiency. There are many other rich aspects about Singapore as a destination that we would like visitors to know more about and experience for themselves.

 

 

“Hence, this collaboration is a tremendous opportunity for us to shape global perceptions by showcasing memorable facets of Singapore, and help generate a desire for the Singapore experience.”

 

 

 

BIG CHALLENGE

Adding his comments, Mr Lee Seow Hiang, CAG’s CEO said: “Singapore and Changi Airport have to rise to the challenge of a highly competitive tourism landscape. This partnership will enable CAG and STB to pool our resources and enhance our joint marketing programmes to better capture greater mindshare among tourists to this region.

 

 

“CAG is proud to work with STB to promote Singapore and Changi Airport as Asia’s finest gems, bringing to travellers Changi’s signature first-class experience. Together, we aim to continue to grow visitor arrivals to Singapore and passenger movements at Changi Airport.”

 

 

Changi was voted best airport at the 2015 Skytrax Awards. For more information, click here: http://www.trbusiness.com/regional-news/international/changi-voted-best-airport-at-2015-skytrax-awards/74807