Our work

SINGAPORE TOURISM BOARD (STB) SALES REPRESENTATION

Client

Singapore Tourism Board

Date

2023

Target Audience

Australian Travel Trade and BTMICE businesses

The brief

Represent Singapore Tourism Board in Victoria for the Leisure and BTMICE markets.

The Challenge

Build awareness, consideration and advocacy of Singapore as more than a stopover destination, to achieve an increase in visitor arrivals, length of stay and PCE for Australian travellers through creative and engaging sales interactions and experiences.

Our Approach

Engaged leisure and BTMICE contacts with consistent sales calls and sales visits.
Source and facilitate online training opportunities and other activations such as the Singapore Virtual City Tour and Atlas Restaurant BTMICE lunch.
Proposed, co-ordinated and hosted key partners agent events including home-based agents ‘cluster’ meetings and key supplier lunches.
Boardroom training, agent walk arounds and lunch & learn activities with key wholesale partners.
End to end management of co-operative marketing campaigns.
Partnered with airlines and trade partners, representing STB at events, roadshows and product launches.
Coordinate and host travel agent familiarization trips to Singapore.
Negotiated sponsorship at international partner conferences and coordinated major activations at conferences.
Development and management of the Singapore Specialist Online Training program.

The results

Recovery of Singapore visitor arrivals to 95% post Covid by 2023 from the Victorian market, despite lower airline capacity compared to other Australian states.
Representation of STB at the following;
14 x expos and conferences (2 international)
4 x Singapore Agent famils
17 x online and in person trainings (webinars, lunch and learn, novice training)
38 x events including management and attendance
Secured 15 BTMICE groups for Singapore