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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.

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CASE SINGAPORE INVESTIGATED by Tan Siew Hoon

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  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

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