Galveston Capital Tourism and Marketing: Singapore Tourism Board Launches New Marketing Brand in Jakarta

Jakarta. The Singapore Tourism Board, or STB, unveiled its new international marketing brand “Passion Made Possible,” at the Annex building in Central Jakarta on Wednesday (06/09).

The new brand aims to market Singapore internationally for tourism and business purposes, as well as to attract more sophisticated tourists who seek more inspirational value propositions in their travels.

“The new brand captures the spirits of Singapore beyond just tourism. A lot of Indonesians have traveled to our country pretty often but they haven’t explored all of Singapore’s attractions and experienced our cultures,” said Raymond Lim, STB area director for Indonesia.

With the theme of “Passion and Possibilities,” STB wants to establish a deeper and more personal connection between both countries and its Indonesian fans and friends.

“Consumers are increasingly driven by their passion in making their travel decisions. We want to communicate that Singapore can fulfill their passions,” said STB executive director for Southeast Asia, Edward Koh.

In line with Singapore’s aspiration to attract quality tourism, Edward said the new marketing approach will go beyond what tourists can do in Singapore to invite them to think about what they can be there.

“They can pursue their passion as a foodie, an explorer, a collector, an action seeker, a socializer or a culture shaper because the destination will feed their spirit to pursue their aspirations,” Edward said. “With this new brand, people will find many more like-minded people to share their passions.”

In conjunction with the 50th anniversary of diplomatic relations between Indonesia and Singapore, STB also invited two Indonesian mural artists to participate in the campaign.

Bunga Fatia and Karina Deagusta have recently collaborated with a famous professional Singaporean street artist, Ceno2, to create a new mural painting in Kampong Glam.

“Whenever they travel to Singapore, Indonesian tourists will be able to relate to the artwork and find it attractive to take pictures, which will be posted on their social media and hopefully people will see it and come to Kampung Glam,” said Raymond.

“We bring the Passion Made Possible brand to life by differentiating Singapore as a vibrant destination that inspires people to share and deepen their passions,” he added.

Raymond said Indonesia, being the top source market, is among the first across 15 markets in the global roll out the new brand will penetrate over the next three months.

“STB Indonesia will continue to undertake aggressive promotional activities and roll out a marketing plan with focus on four cities [Jakarta, Surabaya, Medan and Bandung] that leverage the new brand.”

Upcoming Collaborations

To further promote the new brand, STB will hold a contemporary art exhibition, “Rising 50,” on Sept 12-Oct 12 at the World Trade Center Building in South Jakarta.

The one-month exhibition will showcase collaborative artwork from both countries.

Indonesian artists, such as pop-art artist Naufal Abshar, will be featured in the event.

Moreover, STB Indonesia will also collaborate with Pullman Hotel in Central Jakarta to showcase a series of Singapore pop-up bars at UNA, which is located inside the hotel, over the next six months.

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Tourism Roadshow to Shanghai and Chengdu Promotes ‘Ten New Balis’

People perform Tai Chi on the Bund in front of the financial district of Pudong in Shanghai

Jakarta. Indonesia’s Tourism Ministry organized a sales mission to Shanghai and Chengdu in China on May 22-25 to attract more Chinese tourists to Indonesia.

The ministry’s deputy for foreign marketing I Gde Pitana said they took along ten businessmen from Jakarta, Bali, Yogyakarta and Surabaya on the trip, which they dubbed the “Sales Mission Greater China 2017.”

Flag career Garuda Indonesia representatives in Shanghai helped out to arrange meetings with dozens of Chinese travel agents interested in tour deals in Indonesia.

Pitana said he hoped the sales mission will help to attract even more Chinese tourists to Indonesia this year. Last year, almost 1.5 million Chinese tourists visited Indonesia.

Ten New Balis

The ministry’s assistant deputy for Asia Pacific market development Vinsensius Jemadu said the ministry’s mini tour to Shanghai and Chengdu was earmarked to promote ten new priority tourist destinations the ministry calls the “Ten New Balis.”

“Bali is still our number one tourist destination. But we have many other attractive destinations all over the country, including these Ten New Balis,” Vinsensius said in a statement on Monday (29/05).

The Ten New Balis are Morotai, Tanjung Kelayang, Tanjung Lesung, Borobudur, Lake Toba, the Thousand Islands, Mt. Bromo, Mt. Semeru, Mandalika and Wakatobi.

Tourists from Greater China

Attracting more tourists from “Greater China” — China, Taiwan and Hong Kong — is one of the Tourism Ministry’s priority targets in 2017.

The ministry officially targets 2,453,000 visitors from Greater China, with China alone making up 2,037,000 of that total. Until March, a total of 525,035 tourists from China have already visited Indonesia.

Pitana said the ministry has partnered with Baidu — the Chinese Google — for its “Wonderful Indonesia” marketing campaign in China. Baidu currently has over 300 million users.

“We’ve also partnered with the number one travel app in China, Qunar, to help Chinese travelers find information on flights, accommodation and holiday packages in Indonesia,” Pitana said.

Tourism Minister Arief Yahya said Indonesia will have to compete with the rest of the world to win over the Chinese market — the largest in the world.

“More than 120 million Chinese travelers fly out of their country each year. They are also going more and more digital, 70 percent of Chinese travelers look, book and pay for flights and accommodations using digital [services],” Arief said.

Arief pointed out that tourists from China tend to spend a lot during their travels overseas. The average spending of Chinese tourists is $1,057 per person during a visit.

“Chinese tourists love beaches, and we have plenty of those. More and more of them also do a lot of shopping when they travel,” Arief said.

Arief said the ministry had asked Sriwijaya Air and Garuda Indonesia to add more direct flights from China to Indonesia.

“Garuda should add more direct flights to and from China. Seven secondary cities in China still use chartered flights to travel to Indonesia. It would be better if scheduled flights are available,” he said.