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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STB ACROSS THE GLOBE<br />
PERSONALITIES<br />
Personalising the Garden City<br />
The Garden City was especially hip in <strong>2010</strong>, welcoming an<br />
impressive list of notable personalities. Entrepreneur, media<br />
personality and every American homemaker’s best friend,<br />
Martha Stewart, was in <strong>Singapore</strong> to film an hour-long episode<br />
for her hugely popular show, watched by nearly four million<br />
viewers per week. The doyenne of domesticity was on her first<br />
trip to <strong>Singapore</strong> and was given an immersive experience of the<br />
country’s culture and history, which covered various aspects<br />
from food and entertainment to architecture and attractions.<br />
Her show drummed up much awareness for <strong>Singapore</strong>’s<br />
appeal as a culinary and lifestyle destination. In fact, Martha<br />
was so taken with the destination that she blogged about<br />
<strong>Singapore</strong> and utilised social media Twitter to share updates<br />
of her trip to over two million of her followers, creating a<br />
personable image of the country as a must-visit for gourmet<br />
lovers and travellers in-the-know. Her itinerary and favourite<br />
<strong>Singapore</strong> experiences were also shared with fans and wouldbe<br />
visitors on Your<strong>Singapore</strong>.com.<br />
Martha Stewart, a household name in America, was in town to take in the<br />
sights and sounds.<br />
<strong>Singapore</strong> also played host to culinary heavyweights such as<br />
Mario Batali, Daniel Boulud, Susur Lee, Wolfgang Puck, Justin<br />
Quek, Joel Robuchon, Guy Savoy, Kunio Tokuoka, Tetsuya<br />
Wakuda, Scott Webster and the late Santi Santamaria. In town<br />
for the opening of their respective restaurants in the Marina Bay<br />
Sands and Resorts World Sentosa Integrated Resorts, these<br />
culinary celebrities have turned the international spotlight on<br />
<strong>Singapore</strong> and aroused global interest in the city-state’s new<br />
dining offerings.<br />
Boxing world champion Manny Pacquiao also visited <strong>Singapore</strong><br />
for the first time, thanks to facilitation by STB Philippines.<br />
Greatly impressed by his visit, the Pacman even expressed<br />
interest in staging one of his championship fights in <strong>Singapore</strong><br />
by <strong>2011</strong>.<br />
Abroad, homegrown star power shone bright in China, one of<br />
<strong>Singapore</strong>’s top five visitor-generating markets since 2004. STB<br />
Greater China appointed popular singer-songwriter Stefanie<br />
Sun as <strong>Singapore</strong>’s tourism ambassador for the region. Over<br />
the next two years, Stefanie will help promote a transformed<br />
<strong>Singapore</strong> and its slate of lifestyle attractions, and share her<br />
quintessential <strong>Singapore</strong> experiences. Catch her advertisement<br />
campaigns for <strong>Singapore</strong> and two upcoming music videos<br />
created specially for the Chinese market, a market in which she<br />
has a strong foothold.<br />
INTERNATIONAL COVERAGE<br />
Showcasing Your<strong>Singapore</strong><br />
With an evolved destination brand and a host of new tourism<br />
offerings to showcase, the year was all about highlighting<br />
<strong>Singapore</strong>’s edgier, relaxed side, and STB’s regional offices<br />
(ROs) used various media channels across the globe to bring<br />
our country’s attractions to the fore. STB Sydney, for instance,<br />
partnered TimeOut Sydney to publish the Your<strong>Singapore</strong> Little<br />
Black Book, a pocket-sized publication listing all the latest dining,<br />
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