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Singapore and Saks Fifth Avenue Find Synergies in Luxury Shopping Markets

The Singapore Tourism Board launches the Made in Singapore Campaign in the USA with the aim of showcasing quintessential Singaporean experiences to the US Market.

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The Singapore Tourism Board launches the Made in Singapore Campaign in the USA with the aim of showcasing quintessential Singaporean experiences to the US Market.

Iconic attractions, hidden gems and ordinary moments are transformed into extraordinary experiences in the latest STB Made is Singapore tourism drive to capture luxury shoppers and entice US tourists to SE Asia.

To celebrate the launch, STB has partnered with the iconic Saks Fifth Avenue to bring Singapore’s vibrant city to luxury shoppers in the US. Themed Vacations Made in Singapore, some of Singapore’s most renowned scenes and landmarks such as The Jewel at Changi Airport, Gardens by The Bay, Peranakan shophouses, Lau Pa Sat hawker center and Singapore’s skyline came to life through a special window installation at the Saks Fifth Avenue New York flagship.

Aligned with the bespoke windows at Saks Fifth Avenue, STB also unveiled a 3D billboard in Times Square showcasing notable attractions that form part of a series of global activations that include China, India, Indonesia and the United Kingdom.

Commenting on the success of the campaign, STB Senior Vice President Rachel Loh says that the the 3D spectacle not only marks STB’s venture into technology but also underscores Singapore’s commitment to transform ordinary moments into immersive experiences filled with wonder and fascination.

“We are delighted to unveil the made in Singapore campaign in the heart of New York City – Times Square and Saks Fifth Avenue. Collaborating with Saks to showcase Singapore’s unique twist on the everyday reinforces our commitment to create more meaningful and unforgettable experiences. We look forward to sharing the essence of our vibrant, nature-filled, culturally rich destination with travelers seeking authentic experiences,” says Loh.

The debut of the Made In Singapore campaign comes off the heels of STB Americas’ recent launch of Best Night Ever campaign, that was rooted in the idea that Singapore is where ordinary nights can be elevated to the next level. In the months to come, Loh says that Made in Singapore will engage prospective travelers through an integrated marketing strategy including streaming advertisements on Hulu and partnerships with like-minded influencers to inspire travel with customized itineraries.

In addition, Loh says that hose in Canada will soon be able to get a taste of Made in Singapor” when Air Canada ‘s brand-new direct route from Vancouver launches on 3 April, 2024. On all flights, the Made in Singapore brand film will be shown to passengers to further inspire their travels.

Notes from the Editor: Loh says travellers may receive up to 25% off their stay at select hotels in Singapore on Expedia now until 31 March 2024. For more information, click here.  

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