STB partners travel company Klook to launch SGD2 million domestic marketing campaign

Singapore Tourism Board (STB) has partnered regional travel company Klook to launch a SGD2 million domestic marketing partnership to drive the rediscovery of Singapore’s tourism and lifestyle offerings.

As part of the efforts under STB's SingapoRediscovers campaign, the seven-month partnership will start in September. It will carry three focus areas: curated promotions for products and experiences, content development, and digital marketing to boost spend.

Under the partnership, businesses are encouraged to develop new products and experiences. The aim is to inspire locals and encourage them to explore precincts such as Orchard Road, Chinatown, Civic District and Katong-Joo Chiat.

Jewel Changi. Photo: Connected to India
Jewel Changi. Photo: Connected to India

In a press statement, STB said these new products and refreshed experiences would also be curated into bespoke bundles with attractive offers to appeal to different interest groups.

“Through SingapoRediscovers, we encourage locals to explore Singapore, experience our vibrant tourism and lifestyle offerings, and support home-grown businesses. Klook shares the same aim," said Lynette Pang, Assistant Chief Executive (Marketing Group), STB.

"We look forward to leveraging their digital marketing capabilities and extensive network of partners to amplify our efforts, as well as encouraging their users to support curated local experiences, quality promotions and content in the coming months.”

STB and Klook will also collaborate to create authentic stories through Klook’s pool of key content partners and opinion leaders. From video reviews to livestreams, the intent is to cast a spotlight on hidden gems and value-for-money promotions, as well as to raise the profile of various home-grown businesses around Singapore.

Both parties will also co-invest in digital marketing initiatives, such as search engine marketing, display and social media advertising. This is to enhance the reach and searchability of the various promotions and offerings under this campaign, and to encourage locals to keep on rediscovering the many things to see and do in Singapore.

Commenting on the partnership, Marcus Yong, Vice President Marketing, APAC, Klook said, “Klook is excited to partner with STB and to be part of SingapoRediscovers. Our mission has always been to empower consumers to experience the best of a destination and through this partnership, we hope to bring back a sense of joy and adventure as locals explore their own backyard.”