Lionel Yeo, Chief Executive of Singapore Tourism Board (STB) at last Thursday's Tourism Industry Conference (TIC) engaged the audience with an introduction to the destination’s Marketing Strategy 2020 aimed at achieving a vision of “agile, bold and creative destination marketing that inspires and delivers results”.
The strategy comprises the following three strategic thrusts: Telling a Great Singapore Story, Targeting the Right Fans and Enhancing Our Delivery.
STB launched a Marketing Innovation Programme (MIP) in hopes of disrupting and setting new benchmarks in an ever-competitive tourism landscape. Qualified and successful MIP recipients who present innovative marketing ideas will each receive a dollar-for-dollar matching award of up to SGD300,000 (excluding GST) to amplify the distribution of their marketing campaign to its key audience.
The MIP is open to all legal organisations based in Singapore, including businesses, companies and associations who are looking to push the boundaries of marketing.
If you have what it takes to re-imagine the way Singapore is marketed, applications are open from now until July 14, 2017. Visit this link for more information.
STB’s Jeannie Lim hosted a panel of business events leaders at this year’s TIC to discuss the topic of MICE travellers.
The audience asked panellists what companies should do to increase brand loyalty among the millennials. To which, Daniel Seal, founder and CEO of Unbound, encouraged the audience to focus on building a community where people see the truth about what the company believes in. Seal said that it is of paramount importance to understand what people want and be authentic.
Adeline Kang of American Express Meetings and Events gave sound advice to sellers who were concerned about event owners’ cost cutting measures and who expect more for less. She said that her agency encourages clients to look at cost “shifting” to elements which are important, and to review the number of participants so the overall guest experience isn’t compromised. Industry legend Janet Tan-Collis echoed similar sentiments by adding that clients must be prepared to pay or they will need to offset elements.
When it comes to technology, the panel agreed that both technology and customer service are important to successful businesses. Tan-Collis said that technology is used to free up certain labour-intensive data capturing work, and is suited to large events.
Seal commented that companies looking to invest in technology must be fully committed to it. He added, “Technology is not the solution, the solution is what you do with it.” Joel Harris of George P Johnson shared that his agency uses technology to push through new ideas that deliver an immersive experience.
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