Singapore Tourism Board (STB) and booking platform Klook have signed a S$2 million domestic marketing partnership to boost Singapore’s tourism and lifestyle offerings under the SingapoRediscovers campaign.

The seven-month collaboration, which starts this month, will focus on three areas: curated promotions for products and experiences, content development, and digital marketing to boost domestic spending.

Through the partnership, STB will encourage Singapore’s tourism businesses – including hotels, attractions, tour operators and dining establishments – to develop new products and experiences that will appeal to the local crowd. These will then be bundled with attractive offers, and marketed to different interest groups such as foodies, outdoor enthusiasts, “value seekers” and “weekend warriors”.

Examples include a stay at Mandarin Orchard Singapore paired with an Art Jam Session in the heart of Orchard Road, or complementing a stay at Hotel Mono in Chinatown with a nostalgic journey on Trishaw Uncle Guided Tours.

STB and Klook will also create content ranging from video reviews to livestreams, hosted by Klook’s pool of key content partners and opinion leaders. This series will convey authentic stories that cast a spotlight on hidden gems and value-for-money promotions, while raising the profile of homegrown businesses.

Both parties will also co-invest in digital marketing initiatives, such as search engine marketing, display and social media advertising, in order to enhance the reach and searchability of the various promotions and offerings under this campaign.