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CASE SINGAPORE INVESTIGATED by Tan Siew Hoon . Overview of Singapore . Politically Stable & Efficient Government Strong 7.1% GDP growth year-on-year in the 3 rd quarter More optimistic about quality of life Improved consumer sentiments Rising household income.

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Overview of singapore l.jpg
Overview of Singapore

  • Politically Stable & Efficient Government

  • Strong 7.1% GDP growth year-on-year in the 3rd quarter

  • More optimistic about quality of life

  • Improved consumer sentiments

  • Rising household income


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Market overview: HOT NEWS

  • Year end 2005: 265.3K 6% increase in arrivals into Aus

  • 5th largest source of Asia arrivals into New South Wales (IVS June 06)

  • High awareness and affinity to Australia

  • Travel is integral to lifestyle (> 50% of resident population made at least 1 overseas trip)

    • Ranked No 1 globally in terms of trips v population size. In 2004, 5.2million overseas trips were made (excluding visits to Malaysia) – NATAS Research

    • Pent up demand for year end travel due to World Cup June 06

  • Online penetration : 61% of population has internet access & 59% with Broadband

  • Trend: Move from Group to FIT Travel. Late bookings pattern


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Reality Check – Where Does Singapore Market Sit?

  • Small Base but Stable NSW Market Share : around 30%

  • High Spend IVS June 06

    • TIEV of Singapore Visitor To NSW (A$132M to A$160M): 21% increase

    • Average Passenger spend in NSW: A$1889

  • High Repeat Visitors: 82%. Trend towards mono itinerary

  • Increase in length of stay & regional dispersion

    - 34.9% increase in all visitors nights (787K to 1062K)

    - 33% increase in average length of stay (12 to 16 nights)

  • Consumer Insights(Research June 06 by Tourism Australia)

    • 44% Direct booking on airline website

    • Word of Mouth (33%) most common 1st info source for decision making

    • Agents are still important: 56% rely on Travel agents for booking

Australia is

still bread & butter

for key

travel agents



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Aviation Update

  • Close to 50 Direct Flights to Sydney per week

    • Singapore Airlines 21x

      Note: A380 Delivery in Oct 07

    • Qantas Airways 14x

    • British Airways 7x

    • Gulf Air 7x

  • Airlines taking proactive roles of airfare promotions to consumers

  • Air New Zealand suspended operations in Oct 06


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Aviation Update

  • LCC – Change Dynamics of Outbound Travel

    • New Budget Terminal : Since March 06- Sep 06

      • From 73K to 106K pax. 46% increase

      • From 124 to 244 weekly flights: 97% increase

      • From 12 cities to 16 cities: 33% increase

  • Key LCC Players: Tiger Airways & Jetstar Asia

    • Tiger Airways: 4x Weekly SIN- DARWIN

    • Jetstar Asia : Daily Sin / Dwn / Cns


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7 Key Objectives in Singapore Market

  • Increase length of stay

  • Increase spend

  • Increase dispersion to Sydney & Surrounds – 1 to 2 nights

  • Keep Sydney top of mind – trade, consumer and NSW industry!

  • Product Development to increase depth of experience

  • Increase Singapore trade industry engagement with Tourism NSW

  • Develop trade and strategic partnerships for the development and promotion of Sydney NSW



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Challenge 1 : Overcoming Media Clutter – How to keep Sydney top of mind

“I Love Mom We Love Sydney” Radio Campaign (Apr-May06)

Use a Heart Warming Consumer Event to

  • Entice media

  • Engage consumers

  • Showcase Sydney & Surrounds Experiences

    Outcome : Consumer & Radio Host Testimonial on Sydney

    - High level of noise

    - Radio host ONLINE travel diary

    - Integrated with Radio / Print / Consumer& Trade Promotion

Pictorial Itinerary

TNSW Singapore Website (increased hits by 4x!)

6 Sponsored “Postcards from Sydney”

Media coverage


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Challenge 2 : High Media Cost-Leverage on Opportunities for Destination feature

MediaCorp TV Women Of Times Drama Series (May- June 06)

  • Strategic partnership with SA Tours & Gulf Air

  • Mediacorp Channel 8: highest rated channel in S’pore (ave 500,000 viewers)

  • Celebrity Fann Wong (also acted with Jackie Chan in Hollywood Film Shanghai Knights)

  • Sydney packages (with attractions and activities featured in the drama) promoted by SA Tours

  • Return of Investment 1: 3

  • Ratings for the main episode featuring Sydney peaked at 17.7% (based on target audience of 25 – 45 years old)


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Challenge 3: New Media Trends- Explore New Media Channels

Class 95 Crew Incentive Trip (Aug- Sep 06)

  • Class 95FM, the most popular English radio station in Singapore

  • DJs captured their holiday experience on video

  • On-air exposure & Publicity Trailers

  • First MAJOR Video Podcast by Radio Station

    - Videocasts of the trip, itinerary and pictures can be downloaded

  • Consumer Promotion – Win special souvenirs from Sydney hand-picked by the DJs

  • Tactical Package with UOB Travel Planners



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Challenge 4: Been There, Done That- Give NEW reasonsResults : Increase in length of stay and regional dispersion

“Uncovering Sydney’s Surrounds” Editorial Series in Sunday Times (Mar- July 06)

(Ad value: A$80,464)


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Challenge 5: Stretch Our Dollars & Destination Competition Engage in Strategic Partnerships

  • Integrated Campaign With DBS, S’pore’s Largest Local Banks (Aug- Dec 06)

Consumer Flyer

DM to Bank base

AsiaOne Online

Advertising

Press ads in Straits Times


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Challenge 6: Stretch Our Dollars-Engage in Strategic Partnerships

  • Integrated Campaign With DBS Bank, Singapore’s Largest Local Bank Aug- Dec 06

First-ever Self-funded 4pp Sydney Supplement

Featuring Sydney As A Great Family Destination, Lifestyle & Education.

Successfully sourced 6 Advertisers


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Challenge 7: Destination Competition & Share of Voice - Engage in Integrated Campaign

  • Integrated Best Of Sydney/ Australia Campaign Phase 6 (Oct 06- Mar 07)

Consumer Flyer – Front

Consumer Flyer – Inside

Advertorial in Today

Best of Australia Family Coupon Booklet offering discount for 1st child

Outdoor Advertising at NATAS Consumer Travel Show


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What Consumers & Agents Are Looking For

  • Agents

    • Thematic Driven Experiences – Festivals, Major Floral events, Gourmet tours (in Asia), Celebrity Hosted tours

    • Targeted Segments : Muslims tours, Kids educational and school group tours

    • Family Friendly Experiences & Activities

    • Affordable transfer options with regional experiences for non-self drivers

    • Easy & complementary attraction & accommodation passes in regions

    • Developing beyond city experiences

  • Consumers

    • Dinks: Relaxation, Shop. Dine, Chill Out…

    • Family: Nature, Edu-tainment, Wildlife, Floral, Bonding activities and experiences

    • Increase in self-drive consumers


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Case Study: Convert Lookers to Bookers

  • Integrated Campaign With DBS, S’pore’s Largest Local Banks (Aug- Dec 06)

  • Strategic Partnership

  • Prominent Value Proposition, Catering Experiences to different Markets Segments,

  • Incorporation of FIT Pass


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Case Study: Covert Lookers to Bookers

  • Integrated Campaign With DBS, S’pore’s Largest Local Banks (Aug- Dec 06)

  • Value Proposition

  • Hook to Increase length of stay

  • Regional dispersion

  • Regional experiences packaged in


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How You Can Be Involved! Upcoming Market Opportunities- Jan- Dec 07


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