1 / 21

CASE SINGAPORE INVESTIGATED by Tan Siew Hoon

CASE SINGAPORE INVESTIGATED by Tan Siew Hoon . Overview of Singapore . Politically Stable & Efficient Government Strong 7.1% GDP growth year-on-year in the 3 rd quarter More optimistic about quality of life Improved consumer sentiments Rising household income.

RoyLauris
Télécharger la présentation

CASE SINGAPORE INVESTIGATED by Tan Siew Hoon

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. CASE SINGAPORE INVESTIGATED by Tan Siew Hoon

  2. Overview of Singapore • Politically Stable & Efficient Government • Strong 7.1% GDP growth year-on-year in the 3rd quarter • More optimistic about quality of life • Improved consumer sentiments • Rising household income

  3. Market overview: HOT NEWS • Year end 2005: 265.3K 6% increase in arrivals into Aus • 5th largest source of Asia arrivals into New South Wales (IVS June 06) • High awareness and affinity to Australia • Travel is integral to lifestyle (> 50% of resident population made at least 1 overseas trip) • Ranked No 1 globally in terms of trips v population size. In 2004, 5.2million overseas trips were made (excluding visits to Malaysia) – NATAS Research • Pent up demand for year end travel due to World Cup June 06 • Online penetration : 61% of population has internet access & 59% with Broadband • Trend: Move from Group to FIT Travel. Late bookings pattern

  4. Reality Check – Where Does Singapore Market Sit? • Small Base but Stable NSW Market Share : around 30% • High Spend IVS June 06 • TIEV of Singapore Visitor To NSW (A$132M to A$160M): 21% increase • Average Passenger spend in NSW: A$1889 • High Repeat Visitors: 82%. Trend towards mono itinerary • Increase in length of stay & regional dispersion - 34.9% increase in all visitors nights (787K to 1062K) - 33% increase in average length of stay (12 to 16 nights) • Consumer Insights(Research June 06 by Tourism Australia) • 44% Direct booking on airline website • Word of Mouth (33%) most common 1st info source for decision making • Agents are still important: 56% rely on Travel agents for booking Australia is still bread & butter for key travel agents

  5. Competition & Trends

  6. Aviation Update • Close to 50 Direct Flights to Sydney per week • Singapore Airlines 21x Note: A380 Delivery in Oct 07 • Qantas Airways 14x • British Airways 7x • Gulf Air 7x • Airlines taking proactive roles of airfare promotions to consumers • Air New Zealand suspended operations in Oct 06

  7. Aviation Update • LCC – Change Dynamics of Outbound Travel • New Budget Terminal : Since March 06- Sep 06 • From 73K to 106K pax. 46% increase • From 124 to 244 weekly flights: 97% increase • From 12 cities to 16 cities: 33% increase • Key LCC Players: Tiger Airways & Jetstar Asia • Tiger Airways: 4x Weekly SIN- DARWIN • Jetstar Asia : Daily Sin / Dwn / Cns

  8. 7 Key Objectives in Singapore Market • Increase length of stay • Increase spend • Increase dispersion to Sydney & Surrounds – 1 to 2 nights • Keep Sydney top of mind – trade, consumer and NSW industry! • Product Development to increase depth of experience • Increase Singapore trade industry engagement with Tourism NSW • Develop trade and strategic partnerships for the development and promotion of Sydney NSW

  9. 8 Key Market Challenges & Action

  10. Challenge 1 : Overcoming Media Clutter – How to keep Sydney top of mind “I Love Mom We Love Sydney” Radio Campaign (Apr-May06) Use a Heart Warming Consumer Event to • Entice media • Engage consumers • Showcase Sydney & Surrounds Experiences Outcome : Consumer & Radio Host Testimonial on Sydney - High level of noise - Radio host ONLINE travel diary - Integrated with Radio / Print / Consumer& Trade Promotion Pictorial Itinerary TNSW Singapore Website (increased hits by 4x!) 6 Sponsored “Postcards from Sydney” Media coverage

  11. Challenge 2 : High Media Cost-Leverage on Opportunities for Destination feature MediaCorp TV Women Of Times Drama Series (May- June 06) • Strategic partnership with SA Tours & Gulf Air • Mediacorp Channel 8: highest rated channel in S’pore (ave 500,000 viewers) • Celebrity Fann Wong (also acted with Jackie Chan in Hollywood Film Shanghai Knights) • Sydney packages (with attractions and activities featured in the drama) promoted by SA Tours • Return of Investment 1: 3 • Ratings for the main episode featuring Sydney peaked at 17.7% (based on target audience of 25 – 45 years old)

  12. Challenge 3: New Media Trends- Explore New Media Channels Class 95 Crew Incentive Trip (Aug- Sep 06) • Class 95FM, the most popular English radio station in Singapore • DJs captured their holiday experience on video • On-air exposure & Publicity Trailers • First MAJOR Video Podcast by Radio Station - Videocasts of the trip, itinerary and pictures can be downloaded • Consumer Promotion – Win special souvenirs from Sydney hand-picked by the DJs • Tactical Package with UOB Travel Planners

  13. Sit back and enjoy…

  14. Challenge 4: Been There, Done That- Give NEW reasonsResults : Increase in length of stay and regional dispersion “Uncovering Sydney’s Surrounds” Editorial Series in Sunday Times (Mar- July 06) (Ad value: A$80,464)

  15. Challenge 5: Stretch Our Dollars & Destination Competition Engage in Strategic Partnerships • Integrated Campaign With DBS, S’pore’s Largest Local Banks (Aug- Dec 06) Consumer Flyer DM to Bank base AsiaOne Online Advertising Press ads in Straits Times

  16. Challenge 6: Stretch Our Dollars-Engage in Strategic Partnerships • Integrated Campaign With DBS Bank, Singapore’s Largest Local Bank Aug- Dec 06 First-ever Self-funded 4pp Sydney Supplement Featuring Sydney As A Great Family Destination, Lifestyle & Education. Successfully sourced 6 Advertisers

  17. Challenge 7: Destination Competition & Share of Voice - Engage in Integrated Campaign • Integrated Best Of Sydney/ Australia Campaign Phase 6 (Oct 06- Mar 07) Consumer Flyer – Front Consumer Flyer – Inside Advertorial in Today Best of Australia Family Coupon Booklet offering discount for 1st child Outdoor Advertising at NATAS Consumer Travel Show

  18. What Consumers & Agents Are Looking For • Agents • Thematic Driven Experiences – Festivals, Major Floral events, Gourmet tours (in Asia), Celebrity Hosted tours • Targeted Segments : Muslims tours, Kids educational and school group tours • Family Friendly Experiences & Activities • Affordable transfer options with regional experiences for non-self drivers • Easy & complementary attraction & accommodation passes in regions • Developing beyond city experiences • Consumers • Dinks: Relaxation, Shop. Dine, Chill Out… • Family: Nature, Edu-tainment, Wildlife, Floral, Bonding activities and experiences • Increase in self-drive consumers

  19. Case Study: Convert Lookers to Bookers • Integrated Campaign With DBS, S’pore’s Largest Local Banks (Aug- Dec 06) • Strategic Partnership • Prominent Value Proposition, Catering Experiences to different Markets Segments, • Incorporation of FIT Pass

  20. Case Study: Covert Lookers to Bookers • Integrated Campaign With DBS, S’pore’s Largest Local Banks (Aug- Dec 06) • Value Proposition • Hook to Increase length of stay • Regional dispersion • Regional experiences packaged in

  21. How You Can Be Involved! Upcoming Market Opportunities- Jan- Dec 07

More Related