<TABLE cellSpacing=0 cellPadding=0 width="100%" border=0><TBODY><TR>STB picks Tanya to woo 1.2m tourists
</TR><!-- headline one : end --><TR>Singer will be its tourism ambassador to China for two years </TR><!-- Author --><TR><TD class="padlrt8 georgia11 darkgrey bold" colSpan=2>By Tracy Quek, China Correspondent
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With Tanya on board, STB hopes to connect with upwardly mobile executives. -- ST FILE PHOTO
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<!-- START OF : div id="storytext"--><!-- more than 4 paragraphs -->BEIJING: Singapore wants to reel in a record 1.2 million tourists from China this year and is enlisting the help of home-grown singer Tanya Chua.
Ms Chua, an award-winning singer who is popular in mainland China, Taiwan and Hong Kong, is the new face of the Singapore Tourism Board's (STB) latest campaign to woo mainland visitors.
Launched last night in Beijing, the campaign targets upwardly mobile Chinese urban executives aged 28 to 45 who are looking 'to experience the soul of a city, rather than the usual group or packaged tours', said STB's regional and Greater China director Edward Koh. Ms Chua was chosen for her 'individualistic, carefree and soul-searching attributes which the middle-class segment in China's mega cities will identify with'.
The 33-year-old songbird will appear on print, Internet, TV and outdoor commercials, introducing places of interest in Singapore, including Club Street, Little India and Clarke Quay. Viewers will also be able to hear To Be Happy, a song with both Chinese and English lyrics that Ms Chua wrote especially for the campaign.
The commercials will start to air in Beijing, Shanghai, Guangzhou and Chengdu from next week. In her two-year term as STB's 'tourism ambassador' to China, Ms Chua will also make personal appearances at promotional events and trade shows on the mainland.
The STB has enlisted local Singapore celebrities as 'tourism ambassadors' for its marketing campaigns in China since 2004, starting with singer Ah Du. Pop star JJ Lin took over in 2006.
With Ms Chua on board, the STB hopes to create a connection with Chinese who are increasingly opting for free and independent travel over group tours, said Mr Koh.
'We hope to attract first-time travellers to Singapore, and also to interest those who have been to Singapore before, to come back for a more in-depth, experiential trip,' he added.
China is Singapore's second largest source of foreign visitors, after Indonesia. Singapore marked a milestone in 2006 when it welcomed its millionth Chinese visitor for the first time, becoming the most visited foreign destination for Chinese tourists.
Last year, mainland tourists to Singapore surpassed the 1.1 million mark.
However, major happenings in China, including the May 12 Sichuan earthquake and last month's Beijing Olympics, caused a slight dip in recent months, said Mr Koh. According to STB, Singapore received 105,000 Chinese visitors in July, a slight drop from the 109,000 tourists who visited the same month last year.
Overall, Singapore tourism has experienced a slowdown in past months, due to the global economic downturn and rise in oil prices. STB's target for the year is 10.8 million visitors. 'We hope this latest campaign will turn the slow growth around,' said Mr Koh. [email protected]
</TR><!-- headline one : end --><TR>Singer will be its tourism ambassador to China for two years </TR><!-- Author --><TR><TD class="padlrt8 georgia11 darkgrey bold" colSpan=2>By Tracy Quek, China Correspondent
</TD></TR><!-- show image if available --><TR vAlign=bottom><TD width=330>
</TD><TD width=10>
With Tanya on board, STB hopes to connect with upwardly mobile executives. -- ST FILE PHOTO
</TD></TR></TBODY></TABLE>
<!-- START OF : div id="storytext"--><!-- more than 4 paragraphs -->BEIJING: Singapore wants to reel in a record 1.2 million tourists from China this year and is enlisting the help of home-grown singer Tanya Chua.
Ms Chua, an award-winning singer who is popular in mainland China, Taiwan and Hong Kong, is the new face of the Singapore Tourism Board's (STB) latest campaign to woo mainland visitors.
Launched last night in Beijing, the campaign targets upwardly mobile Chinese urban executives aged 28 to 45 who are looking 'to experience the soul of a city, rather than the usual group or packaged tours', said STB's regional and Greater China director Edward Koh. Ms Chua was chosen for her 'individualistic, carefree and soul-searching attributes which the middle-class segment in China's mega cities will identify with'.
The 33-year-old songbird will appear on print, Internet, TV and outdoor commercials, introducing places of interest in Singapore, including Club Street, Little India and Clarke Quay. Viewers will also be able to hear To Be Happy, a song with both Chinese and English lyrics that Ms Chua wrote especially for the campaign.
The commercials will start to air in Beijing, Shanghai, Guangzhou and Chengdu from next week. In her two-year term as STB's 'tourism ambassador' to China, Ms Chua will also make personal appearances at promotional events and trade shows on the mainland.
The STB has enlisted local Singapore celebrities as 'tourism ambassadors' for its marketing campaigns in China since 2004, starting with singer Ah Du. Pop star JJ Lin took over in 2006.
With Ms Chua on board, the STB hopes to create a connection with Chinese who are increasingly opting for free and independent travel over group tours, said Mr Koh.
'We hope to attract first-time travellers to Singapore, and also to interest those who have been to Singapore before, to come back for a more in-depth, experiential trip,' he added.
China is Singapore's second largest source of foreign visitors, after Indonesia. Singapore marked a milestone in 2006 when it welcomed its millionth Chinese visitor for the first time, becoming the most visited foreign destination for Chinese tourists.
Last year, mainland tourists to Singapore surpassed the 1.1 million mark.
However, major happenings in China, including the May 12 Sichuan earthquake and last month's Beijing Olympics, caused a slight dip in recent months, said Mr Koh. According to STB, Singapore received 105,000 Chinese visitors in July, a slight drop from the 109,000 tourists who visited the same month last year.
Overall, Singapore tourism has experienced a slowdown in past months, due to the global economic downturn and rise in oil prices. STB's target for the year is 10.8 million visitors. 'We hope this latest campaign will turn the slow growth around,' said Mr Koh. [email protected]