The Singapore Tourism Board (STB) and Klook have teamed up to launch a $2 million domestic marketing partnership to drive the rediscovery of Singapore’s tourism and lifestyle offerings, under the SingapoRediscovers campaign .

See: STB, ESG, SDC jointly launch $45 mil SingapoRediscovers campaign to boost local tourism

This partnership will run for seven months, and aims to encourage locals to explore and experience a different side of Singapore. 

It will focus on three areas, namely, curated promotions for products and experiences, content development, and digital marketing to boost spend.

Under the partnership, businesses – ranging from hotels and attractions to tour operators and dining establishments – will be encouraged to develop new products and experiences. The aim is to inspire locals and encourage them to explore places such as Orchard Road, Chinatown, Civic District and Katong-Joo Chiat.

These new products and refreshed experiences would also be curated into bespoke bundles with attractive offers to appeal to different interest groups, so as to keep their weekends fresh and exciting. 

Examples include pairing a stay at Mandarin Orchard Singapore with an Art Jam Session in the heart of Orchard Road or complementing a stay at Hotel Mono in Chinatown with a nostalgic journey on Trishaw Uncle Guided Tours.

To encourage further exploration around Singapore, STB and Klook will collaborate to create authentic stories through Klook’s pool of key content partners and opinion leaders.

The intent is to highlight hidden gems and value-for-money promotions, as well as to raise the profile of various home-grown businesses around Singapore using channels such as video reviews and live-streams. 

Both parties will also co-invest in digital marketing initiatives, such as search engine marketing, display and social media advertising. 

This is to enhance the reach and searchability of the various promotions and offerings under this campaign, and to encourage locals to keep on rediscovering the many things to see and do in Singapore.

Marcus Yong, vice president of marketing (APAC) at Klook said: “Through this partnership, we hope to bring back a sense of joy and adventure as locals explore their own backyard. Being uniquely placed as Singapore’s leading experiences platform with more than 600 local activities, we hope to help businesses build collective demand and reignite the industry.”