Singapore’s ‘The Holiday You Take Home with You’ campaign offers much to the evolved Indian traveller
Singapore Tourism Board’s customised and differentiated marketing campaign for India: “Singapore – The Holiday You Take Home With You” recognises the travel habits of the sophisticated Indian traveller. In its latest phase, the campaign is now focusing on Singapore’s emergence as a City in a Garden and throws the spotlight on its latest attraction, the acclaimed Gardens by the Bay. It is now inviting visitors from India to “Go as parents, return as children” and is rooted in the attraction’s ability to engage, excite and captivate travellers of all age groups.
Mr. Chang Chee Pey, Executive Director, South Asia, Middle East and Africa, Singapore Tourism Board, together with the renowned Dr Kiat W. Tan, Chief Executive Officer, Gardens by the Bay launched the latest phase of the campaign in Delhi recently. “Singapore understands the need to constantly evolve and develop the tourism landscape, offering an ever changing slew of experiences to travellers. Visitor preferences and travel habits are changing. Singapore Tourism Board works closely with the industry to innovate and shape our tourism landscape, catering to the changing profiles of our target audience. Gardens by the Bay is one of the latest attractions adding to our city’s evolving landscape. We believe that the experiences offered in Singapore will continue to resonate strongly with the Indian travellers and draw them for repeated trips to Singapore.” Mr. Chang Chee Pey announced during the launch.
The campaign is now attracting visitors to the Gardens and the botanic garden masquerading as a theme park. They would be able to saunter into the Flower Dome and Cloud Forest cooled conservatories; walk around 18 Supertrees located in the Golden Garden, Silver Garden and Supertree Grove; visit the Heritage Gardens, The World of Plants, and the Dragonfly and Kingfisher Lakes. Other unique highlights at the Gardens include changing floral displays in the Flower Dome, a specially choreographed light and sound show at the Supertree Grove, and a series of interpretive media and narratives that bring to life the story of plants. Completing the unique horticultural experience at the Gardens will be a host of lifestyle offerings including dining and retail.
The Gardens were constructed with the principles of environmental sustainability in mind. The cooled conservatories, for example, are a statement in sustainable engineering and apply a suite of cutting-edge technologies that provide energy-efficient solutions in cooling. The two structures are fitted with a glass material that allows optimal light in but cuts out a substantial amount of heat. They also apply the strategy of cooling only the occupied zones, thus reducing the volume of air to be cooled. To cut down the amount of energy required in the cooling process, the air in the conservatories is de-humidified by liquid desiccant before it is cooled by chillers that are powered by a steam turbine fed by horticultural waste.
The campaign recognizes the Indian traveller’s shift in preference from sightseeing trips to engaging holidays that offer enriching experiences, allowing them to acquire new skills and knowledge while connecting with loved ones. These insights have enabled Singapore Tourism Board to collaborate with stakeholders to curate resonant experiences for the India market. This campaign invites Indian holidaymakers to come experience Singapore’s richness as a sophisticated, dynamic lifestyle destination under four enriching itineraries: Active Lifestyle, Family Fun, Romance and Culinary. Singapore Tourism Board partners with Kuoni India, MakeMyTrip, Mercury Travels and Thomas Cook to reach consumers across India.