STB launches Pandora station and Lyft promo to position Singapore as ‘future-forward’ in the US

Singapore Tourism Board has struck deals with rideshare app Lyft and internet radio service Pandora to raise the profile of Singapore in the US as a “future-forward” country.


Lyft passenger in San Francisco wins trip to Singapore

The tie-ups, which see free trips to Singapore given away to select passengers in Your Singapore-branded Lyft vehicles in San Francisco, and a Pandora station play the music of local artists such as The Sam Willows and Charlie Lim, are part of a plan to look “beyond the conventions and clichés of marketing a destination.”

STB says the campaign is an attempt to “push the limits on destination marketing” by partnering with Bay Area-based companies, and promote Singapore Airlines’ launch of non-stop flights between San Francisco and Singapore.

“In a crowded travel marketplace, destinations are battling to capture consumer interest that drive conversions. We need to look beyond the conventions and clichés of marketing a destination,” said Kershing Goh, regional director of Americas for Singapore Tourism Board.

“Singapore is standing out by taking risks and finding extraordinary ways to raise our destination profile. We are pleased to collaborate with like-minded partners Lyft and Pandora who, while are not conventional tourism brands, are aligned with Singapore in being future-forward in spirit and innovative at the core. Our destination resonates deeply with their millennial audiences who seek inspiration through travel.”

The Lyft promotion took place on September 23 and 24, when unsuspecting riders in San Francisco could win a five-night, all-expense paid trip to the citystate if they answered a series of questions correctly, such as, which continent is Singapore in?

A video of the winners’ experience is to run at this website [not live at the time of publishing].


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