FOXTROTS

Fox – sly.  Trots – left-leaning (Trotsky) plus its more insalubrious meaning. 

Foxtrots – leading the industry in a dance.

2010 February 18

Aw Kah Peng. Singapore Tourism Board.

Paraphrased comments from the head of STB:

[] Because we don’t have a domestic content – even Hong Kong has China – we had to look at how to support the industry. We announced a US$60mn (S$90mn) program, named Boost ((Building On Opportunities to Strengthen Tourism). It was not just about getting through 2009, but the future. The question is what you are doing for the longterm.

[] We are finding new ways to reach people, not necessarily in response to the downturn. Doing more in new media. We build awareness. People are pushing back decisions. The ‘fly for free’ is a Facebook program. We also did an SMS campaign in the Singapore market; we had 100,000 replies within a week of the free offer. There will be more. We are looking at revamping our website; don’t know if that will mean adding transaction capability.

[] We appointed a new advertising agency. (It was Y&R, and is now an unworkable combination of BHB, Mediaedge/cia and XM Asia.)

[] Contrary to what many believe, 60-70% of our longhaul market is not from stopover travellers. And it has not fallen.

The Fox

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