Singapore serenades India with new tourism campaign

"The Holiday You Take Home With You" is the new marketing pitch aimed at travelling Indian families.

Two Indian travel partners -- Thomas Cook (India) Ltd and Mercury Travels -- will create travel packages for the campaign, which has initially targeted the major cities of Mumbai, New Delhi and Bangalore.

Here's more from the Singapore Tourism Board:

Indian travellers today possess a more global worldview, and in-market interactions have uncovered Indian consumers‟ preferences for families to travel and bond together through shared learning experiences. They seek much more out of their holidays and put priority on aspirational, engaging experiences that deliver quality and enrichment, and which suit their passions and interests at the same time. Many also research and plan their own Free and Independent Traveller (FIT) itineraries on the Internet, eager to try out new things.

'The Holiday You Take Home with You' campaign, launched on 20 March in major cities including Mumbai, New Delhi and Bangalore, highlights Singapore's tailored offerings which appeal to the Indian audience. The core of the campaign touches on four pillars of enriching experiences, namely Family Fun, Active Lifestyle, Culinary and Romance. Beyond the sights and sounds of Singapore, visitors can delve deeper into the wide range of activities from swimming with the dolphins, taking cooking classes on Peranakan cuisine to picking up a new skill like skydiving

The campaign sees strategic collaborations between STB and key specialised travel partners in India to co-create and offer itineraries and travel packages across the four core pillars of enriching experiences.

Mr. Madhavan Menon, Managing Director of Thomas Cook (India) Ltd added, “We are delighted to partner with Singapore Tourism Board on the launch of their new campaign, Singapore – The Holiday You Take Home with You. As pioneers of travel, with a vibrant heritage of over 130 years, this unique partnership with Singapore Tourism Board will bring to Indian travellers a truly enriching and experiential range of “Active Lifestyle” and “Family Fun” experiences. In keeping with our strong focus of innovation and exceptional customer service, our tie-up with Singapore Tourism Board, further enhances our unique and diverse customer centric product-service portfolio.”

Travel partner, Mercury Travels is offering itineraries focusing on the other two pillars of enriching experiences, Culinary and Romance. Its CEO Mr. Aashutosh Akshikar said, “Holidays are a time for memorable experiences and family bonding. Singapore‟s „The Holiday You Take Home with You‟ campaign brings to the fore experiential travelling that helps strengthen familial bonds. From a romantic holiday to a family vacation, or even from a culinary programme to an active holiday, Singapore is certainly a great holiday destination.”