Thomas Cook Group and Singapore Tourism Board have announced a cooperative marketing agreement aimed at promoting Singapore as a unique holiday destination rather than just a stop-over haven for UK visitors.
The agreement is part of a fully integrated omni-channel campaign targeting travel-intenders across Thomas Cook’s platforms from online to in-store, direct and third party media.
“This partnership with Singapore capitalises on the enormous reach that Thomas Cook has to millions of UK holidaymakers,” asserted Richard Raperport, senior international partnerships manager, Thomas Cook’s Group.
“Leveraging the full strength of Thomas Cook as an omni-channel retailer, the initiative will utilise our deep insight into consumer travel behaviour to drive deeper awareness of Singapore as a compelling destination for UK consumers,” he continued.
“Combining our best in class data-focused marketing and our travel agent expertise, we are dedicated to driving significant success and return on investment for Singapore tourism. “
The national partnership, which will initially last for three months from its launch in February 2015, will see Thomas Cook and Singapore Tourism Board integrate traditional and digital media in a high-profile, multi-media campaign. It will include branded content in print and online, in-store promotions across Thomas Cook’s retail estate, prominence in brochures and posters, a variety of social media activities and innovative print and digital marketing activity.
In 2015, Singapore celebrates its Golden Jubilee and to commemorate this milestone, the nation will be celebrating throughout the year with numerous events.