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Following the series of differentiated marketing campaigns launched in China, Australia and India, the Singapore Tourism Board (STB) has launched another such campaign, this time designed with the Indonesian tourist in mind. The new campaign - “Only in Singapore, Right Now!” -  is launched in Jakarta and like its predecessors, it is focused on tailoring and delivering experiences that are based on a deeper understanding of consumer needs in key visitor-source markets.

Indonesians travel abroad for differentiated lifestyle needs such as shopping, entertainment, attractions and dining. A majority are free and independent travellers (FIT) who are familiar with nearby city destinations and are particularly drawn to new experiences. Social media is the biggest source of information sharing.
While Indonesian visitors to Singapore are already familiar with the destination’s attributes, they are constantly seeking more information on what’s new and coming up here. Research also showed that most Indonesian visitors to Singapore are repeat visitors, with a majority of them having visited Singapore in the past three years.  

“Through years of engagement in the market and research into consumer needs and behaviour, we have learned much about the Indonesian tourist.  The “Only in Singapore, Right Now!” campaign leverages such valuable insights to deepen our engagement with this important market.  Although many Indonesian visitors are already familiar with Singapore, there is still more that we can convey, such as the sheer concentration of activities and lifestyle options they can experience. All these, together with the fact that Singapore is only a stone’s throw away from Indonesia, make Singapore an ideal destination for frequent trips. To welcome Indonesians to return time and again to enjoy the wide range of compelling and exciting offerings, we aim to facilitate easy access to the host of activities and lifestyle options coming up in the near future”, says Ms. Sophia Ng, Assistant Chief Executive, Marketing Group, Singapore Tourism Board.
She adds, “By understanding and catering to the needs of frequent travellers, we hope to attract more of such travellers to Singapore. No longer will Indonesians have to browse through many different websites and platforms to get the necessary information. The YourSingapore Live website provides the Indonesian market a one-stop platform to the latest happenings in Singapore, as well as the ease of booking flights and event tickets.”
The YourSingapore Live website is a wealth of carefully chosen, up-to-date lifestyle experiences that will appeal to the Indonesian audience. 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.
 Source - STB

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