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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
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
market overview hot news
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
reality check where does singapore market sit
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

aviation update
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
aviation update7
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
7 key objectives in singapore market
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
challenge 1 overcoming media clutter how to keep sydney top of mind
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

challenge 2 high media cost leverage on opportunities for destination feature
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)

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

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)

challenge 5 stretch our dollars destination competition engage in strategic partnerships
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


Press ads in Straits Times

challenge 6 stretch our dollars engage in strategic partnerships
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

challenge 7 destination competition share of voice engage in integrated campaign
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

what consumers agents are looking for
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
case study convert lookers to bookers
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
case study covert lookers to bookers
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