STB launches new destination brand in Vietnam

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Singapore Tourism BoardThe Singapore Tourism Board (STB) has brought into Vietnam its new destination brand “YourSingapore” with an aim to promote the island country as a new-look and attractive destination for Vietnamese visitors.
The introduction of the campaign and Vietnamese-language version of a new website at demonstrates importance of the Vietnamese market to Singapore, representatives of STB told reporters in HCMC on July 20. “YourSingapore” highlights the country as a destination that offers an easily-personalized travel experience for visitors thanks to its concentration of sights, sounds, tastes, culture and attractions coupled with user-centricity. Visitors can expect their travel in Singapore in accordance to their own needs, preference and interests, said Chang Chee Pey, STB’s director of brand management.
He clarified the strategy in developing YourSingapore was to build upon the emotional connection that visitors experience in Singapore and connect with potential visitors in the digital media space.
“YourSingapore taps into the motivational factors which drive their decision-making while differentiating Singapore in the destination brand marketplace,” Chang said.
The YourSingapore campaign covers both traditional and digital media including a new website, search engine marketing, mobile, social media and travel e-commerce. Through the user-friendly portal at, travelers can plan their own travel itinerary in Singapore.
“Vietnam’s young population is tech-savvy and are early adopters of technology,” Chang said. “We believe that the user friendliness of would cater to Vietnamese visitors who actively research and customize their trips.”
Meanwhile, Geraldine Yeo of STB, said there was still room for growth from the Vietnamese market.
The ASEAN regional director of STB said Singapore attracted 265,000 Vietnamese visitors last year, up 10.9% over 2008. In the first five months of this year, the country welcomed more than 113,000 Vietnamese, a year-on-year increase of 28%.
“Actually, Vietnam was Singapore’s thirteenth market in terms of the number of visitors last year,” Yeo told the Daily.
She said SBT saw huge potential from Vietnam, which has been one of the fastest growing tourism markets for Singapore over the past years.
To promote the YourSingapore campaign and attract more Vietnamese visitors, STB has partnered with, one of Vietnam’s leading lifestyle portals, to launch a program consisting of interactive contests until January 31, 2011 for participants to have a chance to win trips to Singapore with their friends to enjoy events in Singapore.