STB partners Traveloka and Trans Media Digital to woo Indonesian tourists

The Singapore Tourism Board (STB) has tied up with Traveloka and Trans Media Digital to jointly roll out year-long tactical campaigns as part of the SingapoReimagine recovery campaign to draw Indonesians to Singapore. According to STB, this marks its first key lifestyle and travel partnerships inked in Indonesia since the pandemic, to position Singapore as the holiday destination of choice with great offers following the city's reopening to fully-vaccinated visitors with no quarantine and testing requirements under the Vaccinated Travel Framework.

The partnership with Traveloka aims to drive interest to a wider target audience and provide an easier booking experience for Singapore offerings across five markets in the Southeast Asia region, namely Indonesia, Malaysia Thailand, Philippines, and Vietnam. STB Indonesia had previously partnered with Traveloka in 2019 before the pandemic, and with the improving travel situation regionally, this partnership is timely to reignite the pent-up travel demand and sustain the recovery momentum.

Using Trans Digital Media's ecosystem, STB hopes its first of its kind partnership with the group will help to drive demand and actual bookings for leisure travel to Singapore. The partnership with Trans Digital Media will see Indonesian travel agency AntaVaya created new Singapore products supported by exclusive Bank Mega deals and promoted throughout their media and retail outlets nationally.

At the same time, STB also tied up with three Indonesian celebrities - Sarah Sechan, Marissa Nasution and Denada Tambunan - to showcase a different side of what the city has to offer, from new attractions and novel dining concepts to wellness retreats and sustainable experiences for its three-part SingapoReimagine video series.

Singapore saw a 252% increase in international visitor arrivals year-on-year in Q1 2022. This is on the back of international arrivals climbing month-on-month for the third straight month in April 2022. About 294,300 visitors hit Singapore's shores in April, up from 121,200 in March, although volumes were still far lower than the 1.6 million recorded in Apr 2019, before the pandemic. Indonesia overtook India as the biggest source of arrivals, with 58,270 travellers in April, up from 13,620 in March. 

John Conceicao, STB's executive director Southeast Asia, said with the strong rebound in the Indonesia market in recent months as a result of quarantine-free and test-free travel for the fully vaccinated, it is doubling down on its SingapoReimagine recovery campaign to maintain top-of-mind awareness and recapture mindshare amongst our target audiences. "Through our partnerships with Traveloka and Trans Digital Media we hope to entice Indonesian travellers with a wide range of curated tactical offers such as flight and hotel packages and other lifestyle offerings to drive and sustain visitorship through to next year," he added.

Meanwhile, Traveloka's CMO Shirley Lesmana, Chief Marketing Officer, Traveloka said: "Before the pandemic, Singapore was consistently amongst the top 3 tourist destinations for Indonesians, and we are hoping that this partnership will continue the momentum, revitalizing the wanderlust in Indonesians to travel to Singapore."

At the same time, Abdul Aziz, president director, Trans Digital Media said; "We are truly excited about the collaboration with STB to strengthen the appeal of its tourism offerings to the Indonesian market. With this partnership, we hope to be able to support Singapore's tourism recovery to emerge even stronger than before."

Separately, STB is currently working with Petrie PR in Indonesia for PR consultancy services following a pitch held last November. It edged out incumbent Klareco Communications which held the account from 1 January 2019 to 31 December 2021.

Petrie PR is tasked with assisting STB Indonesia in PR efforts to prepare for tourism recovery, with the objective of maintaining Singapore as the top of mind destination of Indonesian travellers. It also focuses on three main scopes of duties: Planning, strategy and counsel; always-on PR and marketing; and integrated marketing campaigns.

Meanwhile, among the list of experiences in Singapore include SkyHelix Sentosa, the Museum of Ice Cream, the Tropical Montane Orchidetum at National Orchid Garden, and the Ice Hotel Gallery at Snow City. Traveller can also look forward to the F1 Singapore Grand Prix 2022 at the end of September.

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