STB launches “Only In Singapore – Right Now!” campaign in Malaysia - TravelDailyNews Asia

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STB launches “Only In Singapore – Right Now!” campaign in Malaysia

Theodore Koumelis – 25 February 2013, 10:19

A good number of Malaysians today now consider holidays as part and parcel of their lifestyles. A large majority are free and independent travellers (FIT) who plan their own itineraries, relying heavily on recommendations of family, friends and online communities.

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SINGAPORE – The Singapore Tourism Board (STB) launched its marketing campaign for Malaysia, one of Singapore’s most important markets.

Fifth in a series of differentiated marketing campaigns after those launched in China, Australia, India and Indonesia, this campaign is similarly designed with the Malaysian visitors’ needs in mind. Based on an idea that is identical to the Indonesian campaign’s – “Only in Singapore, Right Now!” – the Malaysian campaign aims to curate and deliver offerings and experiences based on a deeper understanding of consumer needs.

The Malaysian traveller
A good number of Malaysians today now consider holidays as part and parcel of their lifestyles. A large majority are free and independent travellers (FIT) who plan their own itineraries, relying heavily on recommendations of family, friends and online communities. Keen to seek out new experiences, the Malaysian traveller is also partial to discovering new and exciting offerings, especially in the areas of dining and retail, spending almost equal amounts on each.

While Malaysian visitors to Singapore are already familiar with the destination’s attributes, they still seek more information on what’s new and coming up here and visit Singapore for a diverse range of lifestyle reasons. This is backed up by research, which showed that a significant portion of Malaysian travellers to Singapore are repeat visitors, with most of them having visited Singapore in the past three years.

“Just as we do in Indonesia, we have spent years engaging the Malaysian market and researching on consumer needs and behaviour. With the insights gleaned, we are now better able to engage the Malaysian visitor at a deeper and more meaningful level. Due to close proximity, ease of access and familial ties, it’s only natural that we see visitors from Malaysia returning repeatedly for visits. This also means that Malaysians are generally also very familiar with Singapore. Nonetheless, we think that more can be conveyed to entice Malaysians to visit our ever-evolving destination even more frequently. Hence, through the “Only in Singapore, Right Now!” campaign, we aim to raise awareness of the bounty of experience and lifestyle options on offer here that we believe will appeal to frequent travellers from Malaysia,” says Ms. Sophia Ng, Assistant Chief Executive, Marketing Group, Singapore Tourism Board.

The start of the campaign is coupled with the launch of STB’s YourSingapore Live website, which is specially designed for Malaysian visitors. Featuring the latest happenings, users will be constantly apprised of the latest information about concerts, shows and musicals, restaurant openings, exhibitions and multitude of other lifestyle offerings. The site is intended as a ‘one-stop’ resource where travellers can learn all they need to know about travelling to Singapore from Malaysia.

“For frequent travellers, one of the most important considerations in choosing to repeat a destination is the ease of obtaining up-to-date information on events and activities. Thus, with YourSingapore Live, Malaysians would no longer have to browse through different websites and platforms to get the necessary information. In fact, YourSingapore Live is not just a one-stop platform to the latest happenings in Singapore, but also an easy access to flights and event tickets booking,” adds Ms Ng. “This way, we cater specifically to the needs of Malaysian frequent travellers, and will hopefully draw more of them to Singapore.”

The campaign is supported by an integrated set of social media elements with the YourSingapore Facebook page, Twitter feed and smartphone application.

STB launches “Only In Singapore – Right Now!” campaign in Malaysia - TravelDailyNews Asia