Singapore, 30 July 2007 – The Singapore Tourism Board (STB) picked up the prestigious Gold Award for Marketing Campaign – Primary Government / Destination conferred by the Pacific Asia Travel Association (PATA).
This award marks the second win in as many months for the Uniquely Singapore brand campaign. Last month, the campaign received the nod for “Best Tourism Branding” at the inaugural TravelWeekly (Asia) Industry Awards 2007, held in Hong Kong.
According to PATA, the PATA Gold Awards recognises the exceptional achievements of the best that Asia Pacific’s travel industry has to offer. Winners of the PATA Gold Awards set industry standards for innovation and excellence and serve as shining examples for others, the association added.
Singapore’s win was one of 24 Gold Awards to be given out, in addition to four Grand Awards for “best of show entries” in the categories of Environment, Education & Training, Heritage & Culture and Marketing Campaign. Nominations were extended to both members and non-members of PATA, with entries judged by travel industry experts. This year’s awards attracted 339 entries from 132 travel and tourism organisations.
On the recent wins for the Uniquely Singapore brand campaign, Mr Ken Low, Assistant Chief Executive (Brand & Communications), Singapore Tourism Board, said: “We are delighted and encouraged by the accolades that the ‘Uniquely Singapore’ brand campaign has been receiving. We will continue to strive and keep our brand vibrant, relevant and focussed. Our goal is simple: to deliver on our brand promise that every visitor will be presented with uniquely enriching personal experiences to bring home.”
Mr Sangram Sengupta (Group Account Director), Y&R Singapore, STB’s creative agency added, "We developed a creative campaign on the back of a sound brand strategy so as to ensure effective cut-through to the targeted demographic. I’m thrilled at this significant win as it's further testament of the strength of our campaign in marketing Singapore as a tourist destination in the Asia Pacific region.”
The award winning ‘Uniquely Singapore’ destination branding was launched in March 2004 to showcase the city’s blend of the best of the modern world and rich cultures. In July last year, a new campaign approach was unveiled. Building on the destination’s attributes that were established in the campaign’s first phase, this second phase has evolved to focus on the unique and personal experiences each visitor can enjoy, making for a visit that is, as the tagline captures, ‘Beyond Words’.
PATA Award winners will be honoured at a special luncheon at PATA Travel Mart 2007 in Bali, Indonesia on Friday, 28 September 2007. Winning entries will be on display at the travel event.
For more information on Uniquely Singapore, log on to http://www.stb.gov.sg/
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About the Singapore Tourism Board:
The Singapore Tourism Board (STB) is an economic development agency for one of Singapore’s key service sectors – tourism. The mission of the Board is to develop and champion tourism, so as to build the sector into a key driver of economic growth for Singapore. The STB aims to differentiate and market Singapore as a memorable destination through the proliferation of the destination brand Uniquely Singapore.