Singapore Tourism Board (STB) has launched the fourth phase of its The Holiday You Take Home With You marketing campaign with the tagline ‘Leave as Mum & Dad, and return as superheroes’, in India. This tagline of this campaign is based on the insight of urban parents’ continual struggle to remain connected to, and feature positively in their children’s lives, even as they go about their daily family routines, juggling multiple roles of guardians and caregiver. With this phase, STB is inviting parents to reconnect with their kids on a fun-filled holiday to Singapore, with plenty of adventure options.
STB has put the spotlight on the Sentosa Island as a one-stop option for families to get their share of fun, thrills and golden memories, in this fourth phase of the campaign. Chang Chee Pey, Executive Director, South Asia, Middle East and Africa, STB, said, “Parents are often portrayed as strait-laced authority figures, with many regarded as un-cool and old-fashioned. This summer, we want to highlight the family holiday as an opportunity to bridge the gap within relationships, and get children to view their parents as their real-life ‘superheroes’. There is no better way to bond than to go through exciting, fun-filled experiences together. Singapore’s wide variety of adventure-packed attractions and warm, welcoming environment will set the tone for parents to not only regain their ‘superhero’ status in their children’s eyes, but also enable families to reconnect and bring home unforgettable holiday moments.”
This campaign will also engage parents online, by encouraging them to participate in a one-of-a-kind contest, that can win them a ‘superhero’ summer holiday for the entire family in Singapore. For this, STB has developed a microsite linked to YourSingapore.com that invites parents to send their entries revealing their ‘superheroes’ qualities for their children, together with family photographs or videos. Parents can also send their entries using #SuperParents on social networking site, Twitter. The contest will be promoted via YourSingapore’s Facebook page.
The ‘Singapore – The Holiday You Take Home with You’ was launched in March 2012 to showcase Singapore’s transformation, as well as the city’s diverse offerings. The second phase was launched with ‘Gardens by the Bay’ in April, 2013 followed by ‘Wildlife encounters’ in September last year.
India remains an important source in terms of tourist arrivals to Singapore. There was an increase by 5.1 per cent in arrivals from India to Singapore with 703,560 tourists from January to September, 2013.
Singapore Tourism Board launches fourth phase of The Holiday You Take Home With You campaign in India
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