What do you people think about STB's new slogan "YourSingapore"? If only they add the word "Up" at the front, it will be more memorable 
http://www.eturbonews.com/14742/uniquely-singapore-evolves-yoursingapore
'Uniquely Singapore' evolves into 'YourSingapore'
Singapore – March 5th, 2010: The Singapore Tourism Board (STB) has today launched an evolution of Singapore’s destination brand – from “Uniquely Singapore” to “YourSingapore” – which underpins Singapore’s strengths as a destination, that is, an experience which can be easily personalised thanks to the concentration of sights, sounds, tastes, culture and attractions coupled with unparalleled user-centricity.
As a brand, YourSingapore articulates Singapore’s uniqueness and captures what travellers seek – a personal travel experience. Such a personalised travel experience offers an emotional reward of empowerment and liberation that allows visitors to travel on their own terms, according to their individual needs, preference and interests. YourSingapore differentiates Singapore’s value proposition from that of competitors; ensuring Singapore remains relevant and compelling to today’s travellers.
At the heart of the campaign is a holistic digital approach that includes a new website, significant investment into search engine marketing, blogger engagement, mobile, social media and travel ecommerce. These platforms will engage visitors’ pre, during and post arrival and will be aggressively promoted. www.yoursingapore.com is an innovative and interactive platform that allows travellers to conceptualise and plan their individual Singapore travel itinerary in a user-friendly manner. The campaign website facilitates sharing of experiences among travellers and local residents alike, and will be powered by up-todate multimedia content about all things Singapore.
The website www.yoursingapore.com will deliver a new virtual experience that no other destination website currently offers. In the past few years, the way that people plan and book travel has fundamentally shifted from passive content consumption to the active engagement of empowered individuals, primarily due to the dominance of digital and social media. YourSingapore is a response to the pervasive influence of digital media and the rise of virtual communities, as well as consumer demands for personalised travel plans.
Recognising the successful branding efforts of the Uniquely Singapore campaign over the last five years, it was clear that the next chapter in the brand story would necessarily be an evolution, a natural transition, and not an overhaul. Ken Low, Assistant Chief Executive of the STB’s Marketing Group says,“We firmly believe that to differentiate Singapore in what is becoming a crowded market for destination marketing, STB has to embrace global trends and the shift in media consumption, to the extent that we have put digital at the heart of our marketing communications, in order to transform the way we reach out to our potential visitors. We will continue to use traditional media in our communications but it will play a more specific role to emotionally engage our audience and drive potential visitors to our digital platforms where they can experience and have a glimpse into what Singapore has to offer”.
In the span of 6 years since Uniquely Singapore was launched, Singapore has seen an increase in visitor arrivals from 8.3m in 2004 to 9.7m in 2009, representing growth of 16.8%. Singapore has also witnessed strong growth in Tourism Receipts during this period from S$9.8 billion in 2004 to S$15.2 billion in 2008, up by 55.1%.
The Singapore Tourism Board has also just released its forecasts for the tourism industry in 2010: 11.5 – 12.5 million in visitor arrivals and S$17.5– S$18.5 billion in tourism receipts.
http://www.eturbonews.com/14742/uniquely-singapore-evolves-yoursingapore
'Uniquely Singapore' evolves into 'YourSingapore'
Singapore – March 5th, 2010: The Singapore Tourism Board (STB) has today launched an evolution of Singapore’s destination brand – from “Uniquely Singapore” to “YourSingapore” – which underpins Singapore’s strengths as a destination, that is, an experience which can be easily personalised thanks to the concentration of sights, sounds, tastes, culture and attractions coupled with unparalleled user-centricity.
As a brand, YourSingapore articulates Singapore’s uniqueness and captures what travellers seek – a personal travel experience. Such a personalised travel experience offers an emotional reward of empowerment and liberation that allows visitors to travel on their own terms, according to their individual needs, preference and interests. YourSingapore differentiates Singapore’s value proposition from that of competitors; ensuring Singapore remains relevant and compelling to today’s travellers.
At the heart of the campaign is a holistic digital approach that includes a new website, significant investment into search engine marketing, blogger engagement, mobile, social media and travel ecommerce. These platforms will engage visitors’ pre, during and post arrival and will be aggressively promoted. www.yoursingapore.com is an innovative and interactive platform that allows travellers to conceptualise and plan their individual Singapore travel itinerary in a user-friendly manner. The campaign website facilitates sharing of experiences among travellers and local residents alike, and will be powered by up-todate multimedia content about all things Singapore.
The website www.yoursingapore.com will deliver a new virtual experience that no other destination website currently offers. In the past few years, the way that people plan and book travel has fundamentally shifted from passive content consumption to the active engagement of empowered individuals, primarily due to the dominance of digital and social media. YourSingapore is a response to the pervasive influence of digital media and the rise of virtual communities, as well as consumer demands for personalised travel plans.
Recognising the successful branding efforts of the Uniquely Singapore campaign over the last five years, it was clear that the next chapter in the brand story would necessarily be an evolution, a natural transition, and not an overhaul. Ken Low, Assistant Chief Executive of the STB’s Marketing Group says,“We firmly believe that to differentiate Singapore in what is becoming a crowded market for destination marketing, STB has to embrace global trends and the shift in media consumption, to the extent that we have put digital at the heart of our marketing communications, in order to transform the way we reach out to our potential visitors. We will continue to use traditional media in our communications but it will play a more specific role to emotionally engage our audience and drive potential visitors to our digital platforms where they can experience and have a glimpse into what Singapore has to offer”.
In the span of 6 years since Uniquely Singapore was launched, Singapore has seen an increase in visitor arrivals from 8.3m in 2004 to 9.7m in 2009, representing growth of 16.8%. Singapore has also witnessed strong growth in Tourism Receipts during this period from S$9.8 billion in 2004 to S$15.2 billion in 2008, up by 55.1%.
The Singapore Tourism Board has also just released its forecasts for the tourism industry in 2010: 11.5 – 12.5 million in visitor arrivals and S$17.5– S$18.5 billion in tourism receipts.
