Media Relations: Singapore prepares Euro tourism drive

The Singapore Tourism Board is aiming to woo British and German holidaymakers and business travellers with a media campaign. It has hired Keene on a two-year contract to raise awareness of new attractions on the South-East Asian island.

Keene and German associate agency Anita Meier PR will use the travel, business, and corporate hospitality media in the two countries.

They will target travellers who might consider using Singapore as a base to explore the region; those passing through on their way to Australia and New Zealand; business travellers and conference organisers.

The UK and Germany are the two biggest European markets for Singapore in terms of visitors.

Keene MD Tony Richards said it also wanted to increase the amount they spend in the country after the Singapore government invested millions in building new attractions. These include the Asian Civilisation Museum and the Chinese Cultural Centre, which opened last year. The construction of two casino complexes on Sentosa Island and in Marina Bay were approved last month.

Singapore Tourism Board area director, northern and western Europe, Tee Yen Chew said: 'The UK and Germany are relatively mature markets for tourism to Singapore. We aim to refresh the product as well as the PR and marketing approaches in these countries.'

Keene won a two-year contract following a review that began late last year (PRWeek, 19 November). The previous incumbent was The Red Consultancy.

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