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Singapore Tourism partners with Lyft and Pandora for US promotion

Sep 26, 2016

NEW YORK, NY - Singapore Tourism Board (STB) announces partnerships with innovative US brands Lyft, the fastest-growing on-demand transportation service in the US; and Pandora, the go-to music source for fans and artists to drive awareness for Singapore, a destination full of inspiring ideas and cultural experiences.

In an effort to push the limits on destination marketing, Singapore Tourism Board is paving a new path to engage with like-minded consumer audiences with a passion for discovery and creative thinking to explore the endless travel experiences in Singapore.

Partnering with these prominent Bay Area-based companies is aimed at supporting Singapore Airlines' launch of non-stop flights between San Francisco (SFO) and Singapore (SIN) on October 23 to jumpstart travel from the West Coast.

"In a crowded travel marketplace, destinations are battling to capture consumer interest that drive conversions. We need to look beyond the conventions and clichés of marketing a destination," said Kershing Goh, Regional Director of Americas, Singapore Tourism Board. "Singapore is standing out by taking risks and finding extraordinary ways to raise our destination profile. We are pleased to collaborate with like-minded partners Lyft and Pandora who, while are not conventional tourism brands, are aligned with Singapore in being future-forward in spirit and innovative at the core. Our destination resonates deeply with their millennial audiences who seek inspiration through travel."

Singapore: The City of Tomorrow

Fifty-one years ago, Singapore was born of innovation, ideas are its primary natural resource. From dearth, this destination has transformed into a luminous, urban oasis that inspires travelers to think boldly beyond tomorrow. Singapore touts gleaming architectural marvels from the futuristic Marina Bay Sands to the lotus-shaped ArtScience Museum; technological innovations from driver-less taxis to sustainable bio-domes at the Gardens by the Bay; and inventive dining experiences such as Modern Singapore (Mod-Sin) cuisine that's revolutionizing dining traditions. Singapore is the destination for idea explorers, directly appealing to Pandora and Lyft's consumer audiences, which actively seek the "what's next?"

A Lyft Surprise

On September 23 and 24, Lyft and Singapore Tourism Board surprised unsuspecting riders in San Francisco in cars distinctly wrapped with "YourSingapore" branding, the official tourism brand of Singapore. Through an immersive in-car experience, passengers were quizzed on Singapore, and 10 lucky riders were awarded a five-night, all-expense paid trip to this destination in Southeast Asia. This October, winners will immerse themselves in innovative and cultural experiences in Singapore. A video documenting their discovery of Singapore will be released, leading up to the debut of Singapore Airlines' new non-stop flight from SFO-SIN.

"Partnering with Singapore Tourism Board is making traveling with Lyft even more seamless and unique. Surprising riders with trips to Singapore is the kind of spontaneity and engagement that our audience values," said Oliver Hsiang, Vice President Partnerships, Lyft.

Cultural Immersion through Pandora

Music captures the essence of a destination's culture. This partnership with Pandora offers listeners a platform to explore the diversity of Singaporean contemporary music featuring the country's top artists including pop band The Sam Willows, rapper THELIONCITYBOY and multi-genre singer-songwriter Charlie Lim. This is the first time a dedicated Singapore station will be available to listeners with a playlist consisting 80 tracks from at least 12 Singaporean artists, curated in collaboration with Singapore music advocacy group, The Music Society, Singapore (SGMUSO). The station will be available for download and play from November 2016 and accessible in perpetuity for curious listeners and avid fans. More exciting details will be revealed this November on Pandora to engage listeners with the destination.

New Nonstop Flight from San Francisco to Singapore with Singapore Airlines

The West Coast of the United States is an important source market for Singapore, where key gateway cities include San Francisco, Los Angeles and Seattle. Complemented by Singapore Airlines' launch of non-stop flights between San Francisco and Singapore on October 23, these partnerships will deepen destination awareness and inspire travel to Singapore from the West Coast.

Singapore Tourism partners with Lyft and Pandora for US promotion
Unsuspecting Lyft passenger getting into a distinctly wrapped YourSingapore branded car



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