Page 33 - 40.pdf - Brand Equity Magazine

And despite its contemporary
persona and new-fangled attractions,
Singapore is a melting pot of
co-existing cultures. The website
refl ects that contemporary and
heritage-rich variety as well. “The
transactional opportunities are
immense,” says Yeo.
And the experience can be fl uid. Your
travel plan can be parked in your
phone. Enter Singapore, connect to
a wireless network and very soon
offers and promotions will come your
way when you hit a particular location
that’s in your plan.
When asked if the emphasis on digital
strategy may direct the brand to a
more digital savvy group, Yeo says
that according to Google, over 75% of
travelers plan their journey online.
But eliciting visitor interest and
generating brand advocacy needs
the support of relentless product
development.
The iconic Orchard Road has been
rejuvenated. Two integrated resorts
have opened -- the Marina Bay
Sands and Resorts World Sentosa
with Universal Studios Singapore.
Other mega developments are in tow.
Quips Yeo, “2010 is the year of the
transformed Singapore.”
And soon to hit the scene are a water
theme park, the Singapore River
Safari, an international cruise terminal,
Gardens by the Bay and the world’s
fi rst Youth Olympic Games in August.
34 Brand Equity Volume 2, 2010
“There is no let-up in the intensity of
product development,” insists Yeo.
To deliver year-long excitement, STB
is promoting Singapore’s very own
version of the four seasons – culture
chic, lifestyle, fun and celebration
seasons; except that it is a 24/7/365
affair arranged over four quarters.
And to make a point about being able
to personalize the experience, STB
has implemented parallel thematic
campaigns such as nature, fun,
romance and shopping – and each is
represented by an adapted insignia.
But there is a rather curious question;
why not MySingapore instead?
Clarifi es Yeo, “MySingapore is rather
prescriptive, whereas with
YourSingapore, we’re saying you can
enjoy Singapore the way you want it.”
And what has the campaign delivered
thus far? Says Yeo, “The initial
response is largely qualitative by
nature, with visitors expressing their
satisfaction with our portal and the
newer attractions. Quantitatively, it
is too soon to tell but Singapore is
recording new highs in monthly visitor
arrivals so far this year.”