Touchdown gets task of making Singapore the 'Asian New York'
The city-state of Singapore has appointed marketing agency Touchdown Marketing to help it rebrand itself as "the Asian New York".
The UK-based agency has been hired to develop marketing partnership campaigns that will align the state with brands that share the city's values, with a focus on culture, cuisine, arts and architecture.
Touchdown's brief includes targeting key audiences within beauty, retail, leisure, entertainment and food and drink sectors.
A shortlist of potential partners is being drawn up, but so far no deals have been signed.
The Singapore Tourism Board says: "The campaign will aim to heighten awareness of Singapore's vibrant diversity and position thedestination as the New York of Asia."
STB area director for northern and western Europe Divya Panickar says: "We have chosen to embark on a brand affinity marketing campaign to help highlight its attractions across a widely segmented audience."
She says the destination wants to target UK travellers and promote Singapore as an affordable and desirable holiday destination.
The state wants to lose its reputation as a stop-over destination for travellers on long-haul flights. It has invested heavily to develop tourism, and five months ago opened the world's tallest observation wheel.
Next month it hosts the inaugural Singapore Grand Prix, F1's first night race.
In 2005, the STB was set the target of tripling tourism receipts to S$30bn (£11.4bn), doubling visitor arrivals to 17 million, and creating an additional 100,000 jobs in the sector by 2015.
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