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Ms Fanny Lai, Chief Executive of Wildlife Reserves Singapore
Wildlife Reserves Singapore, for instance, called the response "tremendous". The company, which runs the Singapore Zoo, Night Safari and Jurong Bird Park, first took part in the campaign launch by offering free admission to the Bird Park in February to visitors who got free SMS passes from the Singapore Tourism Board (STB).
Subsequently in March, both Jurong Bird Park and Night Safari participated in another promotion. Visitors who flashed their SMS passes got two free child admissions or two senior citizens admission free with the purchase of two adult admission tickets.
Ms Fanny Lai, Chief Executive of WRS, said on average, "we received 10,000 visitors each weekend over the three-week period".
"During the promotional weekend, once all the 2009 tickets have been fully redeemed, we gave S$2 off admission tickets to all visitors who flashed the SMS Passport. Night Safari also received a healthy response during the promotion in March."
To keep up the momentum, Jurong Bird Park and Singapore Zoo launched the Egg-cellent Saver and Zoo-per Savers bundle deals respectively so that visitors could experience more for less. This is on top of the three-in-one Park Hopper for visitors who wish to see all three parks at a saving.
Discerning customers seek meaningful experiences at great value
Ms Lai said visitorship to WRS parks has remained consistent despite overall visitor arrivals to Singapore declining.
WRS parks served a total of 3.6 million visitors in 2008, of whom half were tourists. Its key markets are India, China, Malaysia, Indonesia and Japan, said Ms Lai.
However, she's seen new trends emerging due to the economic challenges. "Families and individuals are more discerning in their spending pattern. We notice more guests are seeking family togetherness and meaningful experience. Thus understanding customer insights and achieving high customer service and customer satisfaction are of utmost importance to us."
Sentosa wins crowd with promotions in March
Sentosa too took part in several promotions including the 2009 Sentosa Treats in February in which it offered free passes with related hotel and food & beverage promotions. In March, it took part in "Everyday is a Kid's Weekend", offering two-plus-two for kids and senior citizens. Sentosa turned the promotion into a week-long one instead of just limiting it to weekends.
It also took part in The Great Singapore Pass, a promotion which offers 20 per cent or S$2 off admission fees at various attractions throughout Singapore.
Lee Huei Chern, Director of Marketing for Sentosa Leisure Group, said all 2009 free passes were redeemed. Visitor numbers to Sentosa in Feburary also held steady against the same period the year before – the island saw a 10-15 per cent increase in weekend arrivals resulting from the 2009 Sentosa Treats promotion.
In March, total visitorship to the island also rose slightly compared with March 2008 and February 2009 figures, particularly in local visitorship during the weekends.
"We will continue to focus on providing and marketing quality leisure activities and programmes for both local and foreign visitors. For example, we will be opening new attractions such as Sentosa Nature Discovery Center in May and Megazip, the longest flying fox in Asia."
"We are also in the midst of developing new content and activities for June school holidays. Our activities and programmes will continue to focus on parents with children under 12 years old and young adults."
Developing our landscape with upcoming new attractions
Indeed, Ms Lai said one area Singapore should invest in is creating "more world class unique attractions and experiences that are truly original to our land and people".
"It is important that as we upgrade our nation's infrastructure, we carefully select new developments that could enhance our mother land, protect our natural landscape, and reinforce our differentiation with other tourist destinations."
Citing the WRS' River Safari project, she said the river-themed animal attraction will contribute to Singapore's tourism landscape and enhance the range of excellent nature-themed attractions in Singapore.
Located within the 89-hectare compound of the Singapore Zoo and Night Safari premises, this attraction will be Asia's first river-themed park. Comprising boat rides, displays of freshwater habitats and other highlights, it will offer a close-up multi-sensory experience for the young and old.
The project is expected to inject S$140 million into Singapore's economy. Construction will begin in the last quarter of 2009, and the park is targeted for completion in 2012. WRS expects the new park to attract at least 750,000 visitors annually.
