App, microsite cater to Pinoy travelers

Marketing World

Posted on 06:11 PM, February 20, 2014

By Zsarlene B. Chua

AFTER more than 600,000 Filipinos visited Singapore last year, the Singapore Tourism Board (STB) found a new appreciation for their fellow Asians and created a campaign tailored to their needs.

FILIPINOS CAN share their travel experiences, tips to do different things and try out different experiences in Singapore at “The Curious Traveler� microsite.

“The Philippines is an important market for Singapore,� said Sherina Chan, area director (Philippines Brunei) of the Singapore Tourism Board during the launch on Feb. 11. “The idea behind the campaign is that we have now deepened our understanding about our Filipino consumers and we want to curate things that interest Filipinos.�

Since Filipinos prefer to travel in groups, the STB launched an app called YourSingapore Planner with which tourists can choose their itinerary depending on their interests (shopping, eating, etc.) and depending on how many people are there in the group and what kind of group they are traveling with.

“We discovered that Filipinos tend to visit with their families, barkada or as couples,� she explained. “So we created the app especially for those groups, so that they can make the most out of their visit.�

The app will also include announcements for promotions or special deals so people can take advantage of them while they last. The app is available via Google Play and will soon be available at the iTunes App Store.

The board also launched a microsite called “The Curious Travelerâ€� where Filipinos can share their travel experiences, tips, and can even challenge Erwan Heusaff — the face of the whole campaign and the so-called “Curious Travelerâ€� — to do different things and try out different experiences in Singapore.

Being a frequent visitor to the country himself, Mr. Heusaff said that he is “open-minded� and willing to try anything. People can also try and do the challenges themselves if they wish to as the application was made to “inspire and provoke� the tourists to become their own “Curious Traveler.�

The app lined up 40 different experiences to choose from and a special promotional discount at the River Safari for the first 4,000 users. The microsite can be accessed through www.yoursingpore.com/ph.

TREES AND DEALS

To complement their digital efforts, the board will also make use of above and below-the-line advertising to sustain the campaign in the coming months with each platform “promoting a refreshing side of Singapore to challenge the dated perceptions of Filipinos toward Singapore.�

During the launch, an art installation reminiscent of the trees in Singapore’s Garden’s by the Bay was lit and was dubbed as the “Supertree.� The installation is located at the Greenbelt 3 Park where it will remain until March 10.

Singapore Airlines is also sweetening the pot by offering affordable deals starting at $150 and $190 with four daily flights from Manila, eight weekly flights from Cebu, and six weekly flights from Davao.

“Whatever the reason for traveling — romantic getaway, barkada trip or relaxing family vacation, the Singapore Tourism Board is dedicated to making sure Filipinos have the ultimate differentiated bonding experience the whole year round,â€� Ms. Chan said. “We hope Filipinos will take to our campaign positively [and be] amazed by the bountiful offerings that Singapore has to offer and see where the world is heading.â€�

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App, microsite cater to Pinoy travelers