Enterprise Singapore (ESG), Sentosa Development Corporation(SDC) and Singapore Tourism Board (STB) announced the launch of SingapoRediscovers, a campaign that supports local lifestyle and tourism business and encourages Singaporeans and residents to explore different sides of Singapore. The agencies have set aside $45 million for the campaign and its supporting marketing initiatives. Through a wide range of partnerships with lifestyle and tourism businesses, business associations, community groups, and e-commerce platforms, the campaign will offer unique and value-for-money experiences, packages and promotions for locals.
This is the largest campaign introduced in Singapore to drive local demand, and the first since Step Out Singapore after SARS in 2003, and BOOST (Building on Opportunities to Strengthen Tourism) in 2009 after the Global Financial Crisis. SingapoRediscovers stems from the work of the Tourism Recovery Action Taskforce, which was launched in February 2020 in response to the COVID-19 pandemic.
The campaign focuses on three broad areas:
- Partnering local communities to help locals discover hidden gems;
- Curating precinct itineraries to create authentic experiences for locals; and
- Collaborating with hotels, tour operators, attractions and precincts to develop quality experiences and attractive promotions. Precincts will be packaged as mini-holiday destinations, where locals can embark on a Singapoliday to enjoy the many experiences and promotions within.
The campaign will be supported by other existing initiatives to drive local demand for our businesses, such as the Marketing Partnership Programme and the SG Stories Content Fund.
STB Chief Executive Keith Tan said, “COVID-19 has had a severe impact on many sectors of our economy, and it will take time for consumer confidence and international travel to recover. We will need a collective effort by the Government, community and industry stakeholders, and all Singaporeans, to sustain and support great local businesses. With SingapoRediscovers, we have collaborated with various partners to create value for consumers through engaging content, quality experiences and attractive promotions. Through this campaign, we hope that Singaporeans will gain fresh perspectives, and take a short holiday or a Singapoliday – to rediscover their own country and help support local businesses.”
ESG Deputy Chief Executive Officer Ted Tan said, “We recognise the challenges that many of our local F&B and retail businesses face, even as the economy gradually reopens. Aside from the targeted measures rolled out earlier to help these sectors address immediate needs, we hope that they can create new revenue streams and encourage increased consumer spending through exciting promotional programmes. We will be working closely with industry partners to maximise our efforts and reach. We call for consumers to rediscover what our food and retail outlets are offering, be it in your own neighbourhood or in precincts further away.”
“As one of the key leisure destinations in Singapore, we believe Sentosa is in a good position to stimulate the tourism sector’s recovery. With our diverse array of unique leisure experiences all in one place, Sentosa is the perfect island getaway for locals looking for a holiday,” said SDC Chief Executive Officer Thien Kwee Eng. She added, “We have been heartened by the good base of locals who have been showing their support to businesses in Sentosa. Through SingapoRediscovers, we will build on our island charm and unique value proposition to encourage locals to rediscover Sentosa, while helping businesses rebound from the effects of the pandemic.”
To encourage more local support, the campaign features value-for-money promotions and quality experiences across various sectors and partners. Businesses and associations such as the Singapore Retailers Association, Singapore Hotel Association, Association of Singapore Attractions and Chinatown Business Association will rally members to collaborate on marketing and promotions. The offers will be housed on the VisitSingapore app and the newly-launched SingapoRediscovers microsite.
To encourage more bookings and purchases, key channel partners have come on board SingapoRediscovers. For instance, Changi Airport Group (CAG) and Singapore Airlines (SIA) are teaming up with STB on joint marketing campaigns to drive awareness of local brands – CAG will expand their portfolio of local brands on iShopChangi from next month, while SIA will soon offer Design Orchard brands on KrisShop. Trip.com Group – a key partner that STB is working closely with – also recently organised a live webcast for locals, promoting flexible hotel reservations at discounted rates. They will work with STB on other initiatives for overseas visitors later.