분야
pptxThe side of seller
1. To shape public perceptions
2. Competing in the image economy
3. To stand out in the global tourism market
Side of buyer
1. The brand offers a story around which tourists can build their experience
Challenges to branding Singapore
1. Superficial perceptions and shaping imaginations
2. Packaging and inventing cultures
3. Unique self and significant others
4. Tourist gazes and brand experiences
Tagline ‘So easy to enjoy,
So hard to forget’
The promotion campaign
’Milllennia mania’
‘Live it up’
‘Singapore roars!’
Why repositioning?
Surprising Singapore
New Asia- Singapore
Expression all that can be found and experienced
in Singapore!!
It is not just a name.
‘New Asia – Singapore: the concept
-Sum total of the way Singaporean’s live, work and think
Part of the competition between destinations as they attempt to attract more tourists to their own countries.
