YourSingapore - Singapore Tourism Board

YourSingapore
Fact Sheet
YourSingapore – The Brand
Launched in March 2010, YourSingapore characterizes the unique truth of Singapore – that its
concentration of offerings is so easily accessible and user-friendly, empowering travellers to easily
personalise their own Singapore experience according to what they like, how and when they like it.
YourSingapore is underpinned by Singapore’s strengths as a destination – an experience which can be
easily personalised thanks to Singapore’s concentration of sights, sounds, tastes, culture and
attractions coupled with unparalleled user-centricity.
YourSingapore builds on the equity acquired by the “Uniquely Singapore” campaign whilst addressing
two critical needs born of the changing competitive and media landscape through 1) the need to cut
through the conventional destination advertising and build affinity for Singapore through a fresh new
global brand campaign and 2) the need to develop a deeper rapport with potential visitors to
Singapore by leveraging new opportunities in digital communications and social media.
YourSingapore differentiates Singapore’s value proposition from that of competitors; ensuring
Singapore remains relevant and compelling to today’s travellers, as brand equity and brand recall
impact visitor arrivals and tourism receipts.
YourSingapore is an innovative concept that focuses on personalisation and the uniqueness of
Singapore as an experience to each person who visits. It uses an intelligent platform,
www.yoursingapore.com, to easily enable travellers to transform their desired Singapore experience
into reality.
www.yoursingapore.com – An Intelligent Platform
YourSingapore is built to leverage the opportunities in the increasingly digital world where the way
people plan and book travel has changed. STB’s holisitic digital approach puts digital at the heart of
its destination marketing campaign, allowing us to build a relationship with a consumer, and to be
where people are.
The digital approach includes a new website, significant investment into search engine marketing,
blogger engagement, social media including social media monitoring, mobile and travel e-commerce.
These platforms will engage visitors – pre, during and post arrival, and will be aggressively promoted.
The www.yoursingapore.com website is a dynamic, interactive portal which allows Singaporeans and
travellers to conceptualise their individual take on the Singapore experience and transform this into
reality. Navigation on the site mirrors the ease and accessibility of attractions that Singapore offers in
real life.

Travellers planning a visit to Singapore can easily explore the activities and sights
Singapore has to offer and, through the intelligent Your Singapore Guide, create their
personalised itinerary based on their length of stay and individual preferences – it is the
smart traveller’s personal online concierge service.
Interesting features of www.yoursingapore.com include:
• Self create an itinerary and collate the information using the Your Singapore
Guide, which can be customised according travel preferences and length of stay.
o By browsing a multitude of carefully categorised information about Singapore, the
user picks what most interests them and drags and drops the information into the
Your Singapore Guide, which users can view, add and delete, much like a
shopping cart, building up their personal itinerary for Singapore as they explore
the site.
o These guides can be further personalised with the user’s personal notes, and
then printed, shared with friends via Facebook, or downloaded to a computer or
a mobile device.
• An easy-to-use website interface allows users to browse festivals and events,
shopping guides, as well as sights and sounds, in different languages, such as
English and simplified Chinese, along with later options that will include Bahasa
Indonesian, Japanese and Korean.
• Take Virtual tours of major attractions with easily-accessible information such as
pictures, videos, reviews and special offers pertaining to each attraction.
• User-friendly maps showcase information about the location, nearby attractions,
dining, accommodation and other landmarks.
• The Share Tool on the website allows users to share their personalised travel plans
via social media tools such as Facebook, Blogs and Twitter.
• An Event Calendar can be personalised according to the user’s preferences – only
events that match the user’s desires and needs will be showcased.
• Users can subscribe to receive eDMs or RSS feed to keep up to date with the
latest news and information about events and promotions in Singapore.
• www.yoursingapore.com will soon allow users to share their personal travel
experiences, make recommendations and see what others are recommending.