The Singapore Tourism Board (STB) will launch an aggressive campaign – Uniknya Singapura – to woo bumiputras to visit the island nation.
Its Southern & Eastern Malaysia area director Albert Poon said STB would also work closely with Malaysian bumiputra travel agents to work out packages for the Malay market.
“We would undertake an aggressive campaign, with an attractive Malay jingle in television commercials, advertisements in Malay newspapers and consumer promotions next month,” he said.
This is the first time that STB would be undertaking a promotion to woo this segment of the market in Malaysia, he said, adding that a stream of Chinese and Indian visitors from Malaysia have been visiting Singapore over the past decade.
Poon said the campaign was also aimed at addressing the concerns of bumiputras on the availability of halal food restaurants as well as mosques on the island.
He said that in a survey, it was found that 70% of bumiputras in Johor had never set foot in Singapore and this was one of the reasons for a campaign to woo them to the island.
Poon said visitors from India, China, Malaysia and Australia topped arrivals to Singapore last year.
“Last year, we had 9.7 million visitors last year and have recorded 5.7 million arrivals in the first seven months of this year and hope to exceed 10.5 million this year.”
Poon said special tours have been created for the visitors including the annual ZoukOut dance festival and the Christmas festivities.
“We are providing free shuttle service between Johor Baru City Square and Orchard Road between Nov 17 and Jan 1, 2008, with a mystery prize for five winners every week.
“We also provide shopping vouchers for each even trip.”
He said that every Malaysian who spend S$50 (RM115) using their Citibank credit card between Sep 15 and Jan 11, 2008 in the island republic, would be eligible to win prizes in a lucky draw which included a MINI Cooper convertible.
“Any visitor spending S$800 (RM1,840) in a single day will walk away with a Creative Zen Stone Plus Audio Player, with a limit of 25 pieces every week until Jan 11 next year,” he said.
Source : STAR
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