Assistant chief executive at Singapore Tourism Board (STB) Ken Low says STB is in the process of overhauling its digital initiatives in order to strengthen digital to become the “core” of its marketing activities.
Speaking in the fourth and final episode of MediaTV’s series examining travel and tourism brands’ marketing strategies, Low says STB is specifically focusing on CRM, mobile marketing and social media to improve its marketing.
“We decided a while ago to make digital the heart of what we do because, after all, a lot of the travel decisions today are all either researched or reviewed or made through the cyberspace, so it’s a natural thing for us to move and engage in this ground,” Low says. “We’ve not done it really well yet. There’s still a lot of room to grow.”
In addition to digital, STB earlier this year appointed new creative, media and digital agencies to boost its image worldwide.
Low says that STB’s biggest campaign of the year, called the ‘2009 reasons to enjoy Singapore’, has “worked quite well – we’re on target to reach 9.5 million visitors, as we expected”.