SINGAPORE - The Singapore Tourism Board (STB) has announced partnerships with on-demand transportation service Lyft and music-streaming service Pandora to drive awareness for Singapore as a destination well aligned with the innovative ethos of the US-based brands.
Done in conjunction with Singapore Airlines’ launch of non-stop flights between San Francisco and Singapore, the partnerships are an effort to "push the limits" on destination marketing.
Kershing Goh, regional director of Americas, STB, said in a statement that a crowded travel marketplace, destinations are battling to capture consumer interest that drives conversions.
“We need to look beyond the conventions and clichés of marketing a destination,” she said. “Singapore is standing out by taking risks and finding extraordinary ways to raise our destination profile. We are pleased to collaborate with like-minded partners Lyft and Pandora who, while [they] are not conventional tourism brands, are aligned with Singapore in being future-forward in spirit and innovative at the core. Our destination resonates deeply with their millennial audiences who seek inspiration through travel.”
A Lyft surprise
On September 23 and 24, Lyft and Singapore Tourism Board surprised unsuspecting riders in San Francisco in cars distinctly wrapped with ‘YourSingapore” branding, the official tourism brand of Singapore.
Through an immersive in-car experience, passengers were quizzed on Singapore, and 10 lucky riders were awarded a five-night, all-expenses-paid trip. This October, the winners will immerse themselves in innovative and cultural experiences in Singapore, and a video documenting their trips will be released on a microsite leading up to the debut of Singapore Airlines’ new non-stop flight.
"Partnering with Singapore Tourism Board is making travelling with Lyft even more seamless and unique," said Oliver Hsiang, VP of partnerships at Lyft. "Surprising riders with trips to Singapore is the kind of spontaneity and engagement that our audience values."
Cultural immersion through Pandora
The partnership with Pandora will offer listeners a platform to explore the diversity of Singaporean contemporary music, featuring the country’s top artists including pop band The Sam Willows, rapper THELIONCITYBOY and multi-genre singer-songwriter Charlie Lim.
This is the first time a dedicated Singapore station will be available to listeners, with a playlist of 80 tracks from at least 12 Singaporean artists, curated in collaboration with Singapore music advocacy group The Music Society, Singapore (SGMUSO).
The station will be available for download and play from November and accessible in perpetuity for curious listeners and avid fans.