i'mpact Singapore Tourism Board Annual Report 2010/2011

YourSingapore
Bringing the YourSingapore Brand to Life
Technology and the rise of social media have dramatically
changed the tourism landscape and influenced how consumers
access travel information. To stay ahead of evolving consumer
needs in an inter-connected world, STB launched an innovative
and interactive platform, YourSingapore.com, to offer travellers
a comprehensive and user-friendly resource to plan their
individual Singapore travel itinerary.
As a natural extension of the brand, the website also
incorporates social sharing tools with which the visitor can
share their personalised travel plans with friends and family. A
YourSingapore Facebook page was also launched, with over
150,000 fans clocked within the first year.
Taking YourSingapore Worldwide
Working closely with STB’s brand agency, BBH Asia Pacific,
YourSingapore was announced to the world with much fanfare
across 10 cities.
The YourSingapore campaign was first launched in Singapore
at the Tourism Industry Conference 2010 on 5 March. Close
to 800 industry partners attended the event at Resorts
World Sentosa Integrated Resort to witness the unveiling of
YourSingapore by the then Senior Minister of State for Trade &
Industry and Education, Mr S Iswaran.
STB Americas then set New York’s Times Square dancing with
excitement when they launched the YourSingapore brand on
1 April 2010 with the help of internet sensation Matt Harding,
star of VISA’s “Travel Happy” campaign. Matt led a “Dance to
Singapore” mass dance with more than a thousand participants,
Singapore Visitors Centres have been set up around the country to help visitors
create their own personalised Singaporean experiences.
who were also encouraged to perform their own dance moves in
front of a Singapore backdrop of their choice, which were then
recorded and uploaded to online video site, YouTube, for the
“Record Your Own Dance Video” online contest.
Over 120 videos were shot over a four-hour period. The top
20 videos that received the most views were subsequently
shortlisted to enter a popularity contest on YourSingapore.
com. These videos were viewed more than 40,000 times and
some 10,000 votes from all over the world were received,
contributing to the huge success of the brand launch as well as
the widespread promotion of the new brand.
In Kuala Lumpur, STB Malaysia invited guests to explore
the different facets of Singapore based on themes such as
Romance, Fun and Shopping via interactive touch screens. And
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