Singapore Tourism Board postpones advertising activity in trouble-hit Thailand and Vietnam

A top Singapore attraction: hawker centres

A top Singapore attraction: hawker centres

Singapore’s tourism advertising activities have been put on hold in Thailand and Vietnam in respect of political strife ongoing in both countries.

In Thailand, a military coup has hit the media and marketing industries, despite an initial vote of confidence from some in the media industry that political deadlock had been broken. In Vietnam, tensions with China have resulted in civil unrest.

The Singapore Tourism Board told Mumbrella that its campaigns were likely to resume in the latter end of the year, when tensions in these countries have eased.

Meanwhile, tourism campaigns such as Australia’s ‘There’s nothing like Australia’ continue to run in Vietnam and Thailand.

Oliver Chong, executive director, communications and industry marketing, STB, told Mumbrella in a statement: “The Singapore Tourism Board has plans to implement marketing campaigns in Thailand and Vietnam in the later part of 2014. However, to be sensitive to the situations in these markets, while being prudent with our resources at the same time, we are monitoring the developments in these countries closely and will adjust our roll-out dates if necessary.”

STB takes a country by country approach to marketing in Asia, with its current focus on the Philippines, one of Singapore’s biggest target markets for tourists. STB’s marketing in the archipelago came in for criticism recently with its ‘So bad it will go viral’ promo video.

STB’s central brand proposition is ‘YourSingapore’, a platform created by former agency BBH. STB’s current agency is JWT, which won the business just over a year ago.


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