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May 2006 | |
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STB Voices
Enhancing visitor experience by empowering visitors
Ms Joycelyn Ng, Deputy Director of the marketing arm of STB's Leisure Group hopes to enhance visitor experience by empowering visitors with useful information.
Q: Tell us a little more about what the Leisure Marketing and Events Management Division does. What are its roles and responsibilities?
A: Leisure Marketing and Events Management (LMEM) Division is the marketing arm of the Leisure Group of Singapore Tourism Board (STB). The key role of LMEM includes the marketing of products that visitors consume for leisure purposes, essentially products for shopping, dining, entertainment, sightseeing/attractions, cruise and events. We seek to enhance visitor experience by empowering visitors with useful information of the many exciting things they can do, see and savour in Singapore, thereby increasing visitor expenditure in Singapore.
To market these products effectively, LMEM conceptualises, coordinates and creates marketing platforms such as brochures and collaterals including shopping guides, events & festival guides, 1-Day Itineraries and segment visitor guides such as Muslim Visitor Guide.
LMEM also works on our Signature and Major events including the Great Singapore Sale, Singapore Food Festival, World Gourmet Summit, Singapore Fashion Festival, Singapore JewelFest, Christmas Light-up, Mid-Autumn Festival, and Celebrate Singapore. Typically, this includes event conceptualisation with our colleagues in Cluster Development Divisions e.g our event implementation and marketing teams. To ensure that the events are successful, other than our colleagues in Cluster Development Divisions, we also work closely with our colleagues in Regional Offices, Brands Management and Communications Division as well as event organisers, sponsors and other stakeholders.
Q: Given the pace of product development in Singapore with many new tourism products and attractions coming to Singapore, how do you keep industry partners informed of what's new and what's hot?
A: We update industry partners regularly via our bi-monthly newsletter and e-newsletter, ebuzz and Abuzz. These newsletters reaches travel agencies, hotels, airlines, attractions companies, cruise companies, retailers, food & beverage establishments, entertainment spots, event organisers, other business associates and the consumers. For travel agencies, tourist guides and hotel concierges, there are quarterly product update seminars. We are also seeking new channels to communicate with industry partners, for instance, P@SSPORT. We believe industry partners can leverage on the information to serve visitors’ needs in a more holistic manner, for instance, by cross-selling and adding on to their menu of products.
Q: There seems to be a growth in the number of non-group visitors in recent years. What are some of the things that LMEM are doing to better serve such visitors?
A: In general, non-group travellers from Asia are highly mobile individuals who may be married or unmarried, and families with young children. Instead of going with a structured tour itinerary, they pick and choose what they want to enjoy in Singapore, which could range from cultural and/or and educational activities and experiences, hip and happening events and entertainment, and a wide variety of shopping and dining options.
To serve this group of visitors better, we have produced new brochures. For the highly mobile individuals, we have the Singapore Shopping Guide and, City Grooves - Shop, Eat, Party, Chill. Also in the pipeline are a Family guide and a Wine & Dine guide. We are also working on enhancing the awareness of the 24-hour toll-free tourist hotline/shopping hotline (1800-736-2000) which visitors can call for information on where to shop for a specific item, where to dine, what shows are on and ideas on what to see and do. We are also working on how to effectively deliver ideas to visitors on what to do, where to eat, where to visit etc. at places with high tourist traffic. To enhance each visitor's experience, we have implemented Visitor Promotions during our Signature events which include “Chilli Crab Chase” at the Singapore Food Festival and Free HippoBus rides at Christmas In The Tropics.
Q: How are we leveraging on the growth in transit passengers at Changi Airport?
A: Transit passengers at Changi Airport with more than 4 hours’ waiting time can now enjoy a brief but a delightful, enjoyable and memorable visit to Singapore.
The long-running and popular Free Singapore Tour is now available both Mandarin and English. In addition, transit passengers can enjoy free city shuttles to Suntec City, Bugis and Little India where they can shop, savour local delights, and experience the Uniquely Singapore cultures. Better yet, upon return from the “sampler tour” of Singapore, these passengers can choose between a complimentary shower voucher or complimentary refreshments at the Changi Airport, to fully refresh and recharge themselves before they depart from Singapore.
With a pleasant experience in Singapore, we believe these visitors will want to return to Singapore in the future, possibly with their loved ones, to experience a longer and more complete stay and we look forward to welcome them!
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