Singapore Tourism Board (STB) has launched the fourth phase of its ‘The Holiday You Take Home With You’ marketing campaign in India.
The new campaign comes with the tagline ‘Leave as Mum & Dad, and return as superheroes’. The tagline of this campaign is based on the insight of urban parents’ continual struggle to remain connected to, and feature positively in their children’s lives, even as they go about their daily family routines, juggling multiple roles of guardians and caregiver.
Chang Chee Pey, Executive Director, South Asia, Middle East and Africa at STB, said, “Parents are often portrayed as strait-laced authority figures, with many regarded as un-cool and old-fashioned. This summer, we want to highlight the family holiday as an opportunity to bridge the gap within relationships, and get children to view their parents as their real-life ‘superheroes’. There is no better way to bond than to go through exciting, fun-filled experiences together.”
The campaign will also engage parents online, by encouraging them to participate in a one-of-a-kind contest, that can win them a ‘superhero’ summer holiday for the entire family in Singapore. For this, STB has developed a microsite linked to YourSingapore.com that invites parents to send their entries revealing their ‘superheroes’ qualities for their children, together with family photographs or videos. Parents can also send their entries using #SuperParents on social networking site, Twitter. The contest will be promoted via YourSingapore’s Facebook page.
The ‘Singapore – The Holiday You Take Home with You’ was launched in March 2012 to showcase Singapore’s transformation, as well as the city’s diverse offerings. The second phase was launched with ‘Gardens by the Bay’ in April, 2013 followed by ‘Wildlife encounters’ in September last year.
India remains an important source in terms of tourist arrivals to Singapore. There was an increase by 5.1% in arrivals from India to Singapore with 703,560 tourists from January to September, 2013.