• Singapore positioned as family destination with focus on leisure

• 2003

• Health Crisis

• Expansion into new segments like education & healthcare

• To re-position Singapore to increase market share and share of voice

• Keep the interest level as a must visit destination high

• Create and build on new segments

• Familiarize people on Singapore’s experiential value

•Research to analyze current perception amongst varied audience viz.

• Trade
• Media
• Consumer

• Conducted a perception audit amongst trade & consumers

• Analyzed what media had to say

• Analyzed the Indian travel industry and the Socio economic profile of the ‘New Indian’

• Modern,manicured,great looking city

• Singapore was a great shopping destination but Dubai,Bangkok and Kuala Lumpur are fast catching up due to wider options and lower pricing

• Very little exotic natural beauty
  Conventional destination
  Singapore means Cruises

•We recommended:

• Clear audience segmentation
• Focused communication
• High share of voice

•Master Brand –SINGAPORE

• Sub Brand
  • Leisure
  • MICE
  • Education
  • Healthcare

• Market Segment
  • Families
  • Professionals
  • Corporates
  • Students
  • Patients

•Focus on the following core audience

• Family
• Young Urban Professionals (YUPPIES)
• Business Traveller

•Our focused messages

•Family through the eye of a child

• Singapore uniquely enriching holiday experience
  • Promote Underwater World,Dolphin Lagoon, Jurong Bird Park, Night Safari & Day Zoo

•Yuppies

• Singapore uniquely attractive
  
  • Promote night life, shopping, food,spas & special packages

   

•Business Traveller:

• Singapore uniquely inspiring
  • Promote value addition to business rather than venues

• Assisted in their re-branding and re-positioning exercise post SARS through extensive research,perception analysis with media, trade and consumers

• Created a brand book focusing on new segments, new initiatives..

• Position Singapore as a perfect family destination
  
  • International Media FAMS
  • In serial/movie placements of Singapore locations
  • Interviews /press releases
  • Trade seminars
    

•Singapore Fashion Festival

• The Indian retailing industry was showcased in Singapore with well known designers like JJ Valaya, Sabyasachi Mukherjee, Kiran Uttam Ghosh and Sonam Dubal

•Great Singapore Shopping Festival

• Along with the support of above the line advertisement this campaign generated around 50,000 visitors to Singapore.

•Year end festivities:

• Singapore the destination for families and the young alike to visit to experience the spectacular look that the city wears in its malls, streets and popular hangouts during Christmas & New Year

• Positioned Singapore as an education destination for consideration amongst Indians

• Focused on foreign institute tie ups for Singapore Campuses –thereby initiating a process of building equity for the courses & institutes
  • This has been communicated through interviews, education road shows and FAM trips to Singapore

• Clear segmentation of target audience helped expand the market for Singapore

• Focused communication to specific segments helped Singapore gain on visitor arrivals into the island city

• The above also assisted in increasing share of voice