Past Media Releases

Singaporean travellers lured to Queensland

14 December 2017

Singapore Marketing Campaign Gold Coast Koala with Ranger at Dreamworld

Singaporean travellers are being enticed to Queensland as part of a joint local invitation marketing campaign between Tourism and Events Queensland, Singapore Airlines and SilkAir.

The campaign, also supported by Gold Coast Tourism and Visit Sunshine Coast, invites people to experience ‘the best address on earth’.

Tourism and Events Queensland Chief Executive Officer Leanne Coddington said the key goal of the campaign was to leverage the recent increase in flights from Singapore to Brisbane and Cairns to grow the Singaporean market, currently Queensland’s twelfth largest international market in terms of expenditure.

“We have a very strong partnership with Singapore Airlines and SilkAir, and through the use of stunning imagery and engaging video content across our campaign, we hope to create a more in-depth understanding of what Queensland has to offer for Singaporean travellers and grow visitation and expenditure from this important market,” Ms Coddington said.

“We hope to drive increased bookings to Queensland, travelling with Singapore Airlines and SilkAir, by also showcasing a range of holiday packages Singaporeans can book to have a remarkable Queensland experience.”

“The campaign, already successfully implemented in other parts of the world, showcases Queensland’s unique and authentic tourism offering told through the words of locals and intends to wow visitors with our hidden gems found nowhere else in the world.”

“Our diverse experiences range from diving one the world’s most remarkable natural wonders – the Great Barrier Reef to discovering our remarkable wildlife; getting lost in subtropical rainforests on the Gold Coast to feeling the breeze as you cruise along in a 4WD on a spectacular beach drive on the world’s largest sand island – Fraser Island.”

“What makes them unforgettable and makes us stand out from the crowd is that visitors are immersed in these experiences alongside friendly Queensland locals.”

“With a Queensland holiday, people can expect to take home memories of life changing experiences that we hope they will share with their friends and family.”

Singapore Airlines Senior Vice President for Sales and Marketing, Campbell Wilson, was excited to welcome this campaign.

“Queensland is a popular holiday destination among Singaporeans and we are pleased to partner with Tourism and Events Queensland to promote the breathtaking beauty of this exciting region,” Campbell said.

“Singapore Airlines together with our subsidiaries SilkAir and Scoot currently operate 37 weekly services to three destinations in Queensland including Brisbane, Cairns and Gold Coast, so travellers can enjoy seamless convenience and choice when planning their itineraries.”

Gold Coast Tourism CEO Martin Winter said the Gold Coast has been a favourite beach destination for decades for the mature Singapore market.

“Sophisticated Singaporeans are looking for high quality experiences, shopping and new dining offerings. They have a reputation for being lovers of cuisine and are very particular, so the Gold Coast is once again high on their agenda, having experienced a food and beverage renaissance,” Martin said.

Visit Sunshine Coast CEO Simon Latchford said Visit Sunshine Coast had established a dedicated Singapore international office earlier this year.

“This new office highlights our belief in the potential of the market,” said Simon.

 “Being just an hour north of Brisbane Airport, and with the Sunshine Coast offering an attractive combination of spectacular scenery, a rich diversity of activities and attractions, and a renowned food scene we expect this new campaign and the increased flights into Brisbane Airport to really grow our market from Singapore and south-east Asia.”