i'mpact Singapore Tourism Board Annual Report 2010/2011
i'mpact Singapore Tourism Board Annual Report 2010/2011
i'mpact Singapore Tourism Board Annual Report 2010/2011
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Your<strong>Singapore</strong><br />
<strong>Singapore</strong>’s new skyline at dusk.<br />
true to Your<strong>Singapore</strong>’s premise of placing the traveller at the<br />
heart of the destination experience, guests could even select<br />
a “mood mocktail”, concocted based on how they felt at that<br />
point in time, and take a photo against a <strong>Singapore</strong> skyline<br />
backdrop of their choice.<br />
Over in the United Kingdom (UK), STB London unveiled the<br />
Your<strong>Singapore</strong> brand to esteemed travel trade partners and<br />
national UK media at the cutting-edge restaurant, Sketch.<br />
UK television personality Amanda Lamb was the special<br />
presenter for the evening and introduced the launch with her<br />
own experiences of <strong>Singapore</strong>. Guests were treated to an<br />
experiential evening through activities such as henna tattoos,<br />
a fish spa, interactive kiosks with web access, <strong>Singapore</strong> Sling<br />
cocktail-making lessons and a memory corner where traditional<br />
Peranakan costumes were available for photo memories.<br />
Also giving guests a taste of <strong>Singapore</strong> was STB Sydney,<br />
which launched the destination brand with a specially hosted<br />
dinner for key trade and media partners at Tetsuya’s, helmed<br />
by Australian celebrity chef Tetsuya Wakuda, who was opening<br />
his first restaurant outside Australia at <strong>Singapore</strong>’s Marina Bay<br />
Sands Integrated Resort. In the same vein, Your<strong>Singapore</strong> was<br />
launched at the historic Ch’ien Men 23 in Beijing. Following<br />
STB’s introduction of the evolved brand, popular MTV China<br />
deejay Zhuzhu gave a demonstration of how to use the<br />
Your<strong>Singapore</strong> website in Mandarin. In Moscow, travel partners<br />
and media were introduced to Your<strong>Singapore</strong> as well as the<br />
famed <strong>Singapore</strong> Sling cocktail and popular <strong>Singapore</strong> dishes.<br />
Your<strong>Singapore</strong>’s evolved branding and social media strategy<br />
has certainly garnered a lot of interest around the world in the<br />
country’s multi-varied offerings and rich heritage. Upcoming<br />
initiatives, such as the <strong>Singapore</strong> International Culinary<br />
Exchange campaign, will continue to represent <strong>Singapore</strong> in<br />
refreshing and creative ways and showcase the Garden City’s<br />
appeal as a top destination for leisure and enjoyment.<br />
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