Working in conjunction with public relations agency Percept Profile, the STB recently conducted a study of travellers from India after nine years of promoting its brand under the 'Live it up' tagline.
Ananya Handa, senior consultant, Percept Profile, said, "Singapore is currently being promoted as a perfect family destination and as a business traveller, meetings, incentives, conventions and exhibitions destination. We will soon be looking at increasing consumer demand by also promoting Singapore as a short escape destination, romantic destination, and high-end luxury options and education hub."
The STB has also initiated placement of Singapore locations in popular Indian TV shows. For instance, Sony Entertainment Television's primetime show, Jassi Jaissi Koi Nahin, was filmed in Singapore, with the STB providing the broadcaster with assistance on airfare, transportation and location. In return, Sony will showcase popular Lion City destinations.
STB in PR blitz for Indian visitors
The Singapore Tourism Board (STB) has unveiled a series of PR initiatives to reposition the city as more than just a family destination to Indian travellers.