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STB sharpens focus on Indonesian tourists with new campaign
Singapore, November 26, 2012

FOLLOWING the series of differentiated marketing campaigns launched in China, Australia (TTG Asia e-Daily, March 9, 2012) and India (TTG Asia e-Daily, November 16, 2012), the Singapore Tourism Board (STB) has unveiled its latest Only in Singapore, Right Now! campaign in Jakarta to target Indonesian tourists.


“Through years of engagement in the market and research into consumer needs and behaviour, we have learned much about the Indonesian tourist. The Only in Singapore, Right Now! campaign leverages such valuable insights to deepen our engagement with this important market, said Sophia Ng, assistant chief executive, marketing group, STB.


According to research, most Indonesian visitors to Singapore are FIT travellers; the majority of them have visited Singapore in the past three years; and social media is the biggest source of information sharing.


Ng added: “No longer will Indonesians have to browse through many different websites and platforms to get the necessary information. The YourSingapore Live website provides the Indonesian market a one-stop platform to the latest happenings in Singapore, as well as the ease of booking flights and event tickets.”


Besides marketing on traditional and social media fronts, the STB campaign also incorporates strategic collaborations with partners like AirAsia Indonesia and Standard Chartered Indonesia to co-create offers.


Said AirAsia Indonesia CEO, Dharmadi: “Singapore is one of the favourite destinations for our guests. Currently we fly Indonesians to Singapore from four big cities, such as Jakarta, Bandung, Yogyakarta, and Bali. Therefore, it is a great opportunity for us to partner with STB. Together we will continue to provide the best service at the lowest fares to visit Singapore.”


The use of Standard Chartered credit cards in Singapore will also entitle Indonesian visitors to a variety of discounts and rewards in more than 1,000 establishments in the country.


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