'The holiday you take home with you’ campaign aims to tap into Indian consumer preferences to seek more than just ‘see-and-take-photos' holidays.
The STB said Indian travellers now seek a more aspirational and engaging holiday experience that delivers quality and enrichment.
The campaign, which will be rolled out across major Indian cities, highlights the four pillars of Singapore enriching experiences: family fun, active lifestyle, culinary and romance.
It will include PR and print adverts, but will also take on a digital thrust with online and mobile advertising and social media activities.
‘The holiday you can take home with you’ follows recent STB consumer-centric marketing efforts in China and Australia.
Sophia Ng, STB’s assistant chief executive for marketing, said Indian travellers seek more than just a ‘checklist or see-and-take-photos holidays’.
She said, “Indian consumers instead prefer a more experiential and engaging journey of discovery. Singapore is well-positioned to cater to this need as there is a diversity of rich culinary offerings, and quality attractions and entertainment options, as well as a multitude of avenues for visitors to tap deeper into these experiences.”
