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STB brings global campaign USW to six Indian cities

Singapore Tourism Board (STB) recently launched its Uniquely Singapore Weekends (USW) campaign in six Indian cities, Mumbai, New Delhi, Pune, Hyderabad, Bangalore and Kolkata. Last year the campaign was launched in global markets like Bangkok, Guangzhou, Hong Kong, Jakarta, Johar Baru, Kuala Lumpur and Chennai. The USW is targeted at young working individuals, offering them wellness activities, cuisine and also partying. The Board has tied-up with travelocity.com to promote this concept and also with various other regional Online Travel Agents (OTAs).

“The campaign targets youth who want a weekend break and there is lot of potential for this target audience. The proximity and connectivity between India and Singapore is also excellent," said Siew Kheng Kang, Regional Director – South Asia, Middle East and Africa, Singapore Tourism Board. STB witnessed about 17 per cent traffic (only on weekends) opting to visit Singapore when the campaign was launched in Chennai last year. The Board is expecting similar growth response from the other Indian cities added to the USW campaign.

The target audience includes both repeat, as well as first time travellers to Singapore. Also other value-added offers like, if a traveller purchases a ticket for reverse bungee jumping, he can avail the second ticket at half the actual price. Similar offers have been floated on products like Super Star Aquarius, Singapore Flyer and Hippo River Cruise. Further more, for the most awaited event in Singapore – the first night F1 race in September this year- operators of the night race have appointed agents in India to sell the product, as well as other sight seeing options in Singapore.

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