SINGAPORE LAUNCHES FOURTH PHASE OF PROMO CAMPAIGN

In the fourth phase of its "The Holiday You Take Home With You" promotional campaign, Singapore Tourism Board (STB) invites parents to reconnect with their kids on a fun-filled holiday to Singapore, with plenty of adventure-filled options that allow them to “Leave as Mom and Dad, and return as Superheroes”. The latest tagline from STB’s marketing campaign in India - “Singapore, the Holiday You Take Home With You”, 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.

This summer, STB is turning the spotlight onto Sentosa as a one-stop option for families to get their share of fun, thrills and golden memories. Chang Chee Pey, Executive Director, South Asia, Middle East and Africa, Singapore Tourism Board explains, “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. Singapore’s wide variety of adventure-packed attractions and warm, welcoming environment, will set the tone for parents to not only regain their ‘superhero’ status in their children’s eyes, but also enable families to reconnect and bring home unforgettable holiday moments.”

STB’s latest 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 through YourSingapore.com, twitter and facebook.