Singapore Sets The Benchmark For Middle East Marketing And PR
An interview with Singapore Tourism Board’s Jason Ong, Area Director, Middle East & Africa
17th May 2011- Dubai, UAE
Singapore as a brand has established itself as an attractive brand benchmark for Middle Eastern Countries. In fact Kofi Annan stated it is one of the few countries to have transformed from Third World to First World in one generation and is still evolving. With its own plans to unveil updated marketing strategies and extend the Saudi Arabia Tourism Brand, Abdullah Al Jehani , Vice President of Saudi Tourism And Antiquities is set to showcase the ‘Saudi Arabia Enriching Experience’ as the next unique tourist destination. We invite Jason Ong,Area Director, Middle East & Africa of theSingapore Tourism Board to share the secrets behind Singapore’s story and what role can be played by talented Middle East Marketing and PR professionals in achieving a similar success?
Interviewer (IN): What is your current role at the board and how did you end up there?
Jason Ong (JO): I am currently the Area Director for Middle East and Africa at Singapore Tourism Board before which I was part of the Brand Management Division at Singapore Tourism Board and helped to develop the Uniquely Singapore brand and create brand equity through media partnerships and event sponsorships. I began my career in L’Oreal Singapore.
Interviewer (IN): Singapore has really established itself as an attractive benchmark within the Middle East by way of its booming economy as a key trading hub as well as its tourist assets and interest in the tourism industry. What do you believe contributed to Singapore’s success as a brand?
Jason Ong (JO): To quote former United Nations Secretary General Kofi Annan, it [Singapore] one of the few countries to have made the transition from Third World to First World in one Generation. This development has been driven by a constant pursuit of change and reinvention in government policies, the economy and even in our destination brand.
The destination brand of Singapore made an evolution in early 2010 from the successful ‘Uniquely Singapore’ to ‘YourSingapore’. YourSingapore underpins Singapore’s strength as a travel experience that can be easily personalised due to the concentration of sights, sounds, tastes, culture and attractions, coupled with superb ease of access to provide unparalleled user-centricity.
At the centre of the brand evolution is an interactive website www.yoursingapore.com that has been developed in response to the rise of digital and social media, and the shift in the way people plan and book travel: from passive content consumption to active engagement.
Singapore is constantly transforming, from launching the world’s only Formula ONE night race to the development of successful Integrated Resorts - Marina Bay Sands and Resorts World Sentosa. Both have proved to be highly popular with visitors, helping to boost year-on-year tourism revenue by 49 percent up to a record high of US$ 14.9 billion (S$18.8 billion) with 11.6 million visitor arrivals over the whole of 2010.
Continued growth is predicted for 2011 as more developments come online, such as a new 101 hectare Gardens by the Bay, Asia’s first River Safari, a new International Cruise Terminal and a new National Art Gallery.
Interviewer (IN): In your opinion, what are the 3 most important driver’s in Singapore’s strategy?
Jason Ong (JO): Singapore’s tourism success has been achieved through the development of a dynamic global city that constantly evolves and develops new tourism products. Coupled with the genuine warmth of the Singaporean people, we aspire to continue to delight our visitors in our user-centric destination.
Interviewer (IN): With new or rejuvenated interests in the region to raise the profiles of many Middle Eastern countries including Dubai and Saudi Arabia, what role can the next generation of marketing and communication professionals play in achieving a similar success story ? Any strategies you would care to share?
Jason Ong (JO): The Middle East has a compelling success story to share with the world and this needs to be profiled through a range of spokespersons and advocates to show the many facets of the Arabian success story through a variety of medium especially through PR, social media and social movements.
Both Abdullah Al Jehani and Jason Ong will be sharing their regional and international inspiration at the 2011 Saudi Brand And Communication. The event will also gather key insights from more brand giants than ever seen before, bringing you the best education programme in the Kingdom, taking place 4-7th June 2011 at the Marriott Hotel in Riyadh.