Uniquely Singapore evolves into YourSingapore
As a brand, YourSingapore articulates Singapore’s uniqueness and captures what travellers seek – a personal travel experience. Such a personalised travel experience offers an emotional reward of empowerment and liberation that allows visitors to travel on their own terms, according to their individual needs, preference and interests.
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 have an impact on visitor arrivals and tourism receipts. It delivers on Singapore’s promise to provide a concentration of multi-faceted and user-centric travel experiences as well as positions the destination as one that is future-facing and inspiring; one where visitors are invited to make their virtual experience of Singapore a reality.
At the heart of the campaign is a holistic digital approach that includes a new website, significant investment into search engine marketing, blogger engagement, mobile, social media and travel e-commerce. These platforms will engage visitors’ pre, during and post arrival and will be aggressively promoted.
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 experience that no other destination website currently offers.
In the past few years, the way that people plan and book travel has fundamentally shifted from passive content consumption to the active engagement of empowered individuals, primarily due to the dominance of digital and social media. Video on demand, online news, blogs and websites that enable social interaction have changed the way that travellers seek and obtain information. YourSingapore is a response to the pervasive influence of digital media and the rise of virtual communities, as well as consumer demands for personalised travel plans.
A NATURAL EVOLUTION OF THE UNIQUELY SINGAPORE BRAND
Recognising the successful branding efforts of the Uniquely Singapore campaign over the last five years, it was clear that the next chapter in the brand story would necessarily be an evolution, a natural transition, and not an overhaul.
Launched in 2004, Uniquely Singapore sought to build on Singapore’s position as a must-visit destination globally – one with an exciting range of vibrant, trendy and memorable experiences for discerning leisure or business travellers; delivering a unique, personal experience, which is beyond what words alone can convey. Uniquely Singapore built the foundation for key concepts that are crystallized in YourSingapore, namely its concentration of offerings which are easily accessible and user-centric, empowering travellers to easily personalise their own unique Singapore experience.
Ken Low, Assistant Chief Executive of the STB’s Marketing Group says, “The strategy in developing YourSingapore was three-pronged: to leverage the equity of the Uniquely Singapore brand by single-mindedly qualifying Singapore’s uniqueness and attributes as a destination; build upon the emotional connection that visitors experience in Singapore and at the same time connect with potential visitors in the digital media space. YourSingapore taps into the motivational factors which drive their decision-making while differentiating Singapore in the destination brand marketplace.”
Mr Low added, “We firmly believe that to differentiate Singapore in what is becoming a crowded market for destination marketing, STB has to embrace global trends and the shift in media consumption, to the extent that we have put digital at the heart of our marketing communications, in order to transform the way we reach out to our potential visitors. We will continue to use traditional media in our communications but it will play a more specific role to emotionally engage our audience and drive potential visitors to our digital platforms where they can experience and have a glimpse into what Singapore has to offer”
Ms Angeline Kim-Kyna Tan Assistant Director Communications Division Singapore Tourism Board Tel: +65 6831 3771 Email: Angeline_kimkyna_tan@stb.gov.sg