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Singapore Tourism Board (STB) launches a new marketing campaign for Philippines entitled Singapore. See where the world is heading.

February 18, 2014 Tourist Boards No Comments Email Email

Today, the Singapore Tourism Board (STB) launched its marketing campaign for Philippines, a key source market for Singapore.

As part of a series of differentiated marketing campaigns previously launched in China, Australia, India, Indonesia and Malaysia, this campaign is similarly designed with the Filipino visitors’ needs in mind. ‘Singapore. See where the world is heading,’ aims to encourage Filipinos to experience the pulse of the world through the various innovative and world class experiences Singapore offers.

“Over the past years, we have been actively engaging the Filipino market to better understand their needs and preferences. By incorporating these insights into the ‘Singapore. See where the world is heading’ marketing campaign, we are confident of being able to better curate and deliver offerings and experiences that are customised to the Filipino traveller in order to engage them at a deeper and more meaningful level,” says Mr Kenneth Lim, Regional Director, Southeast Asia (II) and Oceania, Singapore Tourism Board.

Recognising the unique, evolving needs of the Filipino traveller

The Filipino consumer today is becoming more evolved and deliberate in terms of planning and choosing their holiday destination, and vacationing has become an important lifestyle choice. They typically travel as families, ‘barkada’ (group of friends), or couples to bond through shared experiences. A large majority are free and independent travellers (FIT) who plan their own itineraries, and rely heavily on recommendations by family, friends and online communities.

Through in-market engagements with consumers and travel partners, it was found that most Filipinos have a dated and surface-level awareness of Singapore. Those who have visited the city in the past three years were pleasantly surprised by the transformed Singapore, offering a multitude of rich experiences easily accessible in a comfortable and safe environment. 

Tailoring differentiated experiences for Filipino travellers

With a deeper understanding of the Filipino consumer needs as well as recognizing the strengths of Singapore as a destination regarded by the Filipinos, the campaign‘Singapore. See where the world is heading’ is therefore designed to highlight the evolving and ever-changing landscape of Singapore, and as a destination, being able to provide those aspirational experiences in entertainment, dining, sight-seeing and shopping as favoured by Filipinos, to enjoy with their loved ones.

Following our teaser ads and pre-launch online buzz by key influencers to generate excitement of the campaign launch, STB is set to unveil ‘Singapore. See where the world is heading’ marketing campaign today at Greenbelt Park 3.

Filipinos will get to enjoy an amazing Supertree installation inspired by Singapore’s own Gardens by the Bay at Greenbelt Park 3 and have a taste of how far Singapore has come as a destination and truly exemplify a destination that is always pushing boundaries and representing where the world is heading. The Supertree structure offers a unique fusion of nature and technology, just like the country itself. The Supertree display will be up until 10 March 2014, where mall-goers can deepen their awareness of Singapore with snippets of facts, and prizes being offered for trivia organized throughout the day.

In tune with how Filipinos regard Singapore as constantly renewing and being at the cutting edge, this campaign will also leverage heavily on digital to reach out to the Filipino consumers. Specifically, the campaign will launch a microsite and consumer interactive digital platform called #TheCuriousTraveller at and a downloadable application to encourage Filipinos, not just to look at the aspirational experiences Singapore has to offer, but discover them on their own, provoking and inspiring them to become their own#TheCuriousTraveller.

As the sharing of personal travel experiences and travel tips are important to Filipinos, we have appointed a key opinion leader to be the face of the campaign through #TheCuriousTraveller. Erwan Heussaff, himself being a frequent traveler to Singapore, will be on hand to share his experiences. The public will have the opportunity to vote for innovative experiences or challenges that they wish for Erwan to undertake during his visits to Singapore.

Lastly, to complement our digital efforts, other channels such as PR, above and below-the-line advertising will sustained the campaign in the coming months, with each platform promoting a refreshing side of Singapore to challenge Filipino dated perceptions of Singapore. 

Collaboration with industry partners

To further enhance the reach of the campaign, STB is also working with key industry stakeholders to feature special promotions.

With a total of 4-daily flights from Manila, 8-weekly flights to Cebu, and 6-weekly flights to Davao, flying to Singapore has never been so easy. Singapore Airlines sweetens the deal by making it more affordable to hop on a plane to Singapore with its $150 and $190 deals during this campaign. Singapore Airlines Country Manager for Philippines & Guam, Mr Ranjan Jha said, “Singapore is among our customers’ favoured destinations. Partnering the Singapore Tourism Board is a great opportunity for us to continue to provide travelers to Singapore with the best service at the lowest fares.”

“Whatever the reason for travelling – romantic getaway, barkada trip, or relaxing family vacation, the Singapore Tourism Board is dedicated to making sure Filipinos have the ultimate differentiated bonding experience the whole year round,” expressed Ms Sherina Chan, Area Director, Philippines & Brunei, Singapore Tourism Board. “We hope Filipinos will take to our campaign positively, be amazed by the bountiful new offerings that Singapore has to offer and see where the world is heading,” concluded Ms Chan.

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