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| Singapore Gets Personal |
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The Singapore Tourism Board (STB) yesterday launched in Malaysia its new destination brand – “YourSingapore”. An evolution of the “Uniquely Singapore” brand, “YourSingapore” underpins Singapore’s strengths as a destination. Speaking at the media launch event, Ken Low, STB’s Assistant Chief Executive of Marketing, said, “The strategy in developing YourSingapore was three-pronged: to leverage the equity of the Uniquely Singapore brand by single-mindedly qualifying Singapore’s uniqueness and attributes as a destination; build upon the emotional connection that visitors experience in Singapore and at the same time connect with potential visitors in the digital media space. YourSingapore taps into the motivational factors which drive their decision-making while differentiating Singapore in the destination brand marketplace.” Visitors to the MATTA Fair in Kuala Lumpur this weekend will be able to interact with the new YourSingapore brand at the Singapore Pavilion, located in Hall 3, Putra World Trade Centre. www.yoursingapore.com 
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