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April 9, 2015
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Asia: Singapore Beefs Up Marketing Budget to Strengthen MICE Appeal


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The Singapore Tourism Board (STB) has announced it will be enhancing the the Lion City's MICE appeal through a 35 per cent increase in marketing investment this year.

At the Singapore Tourism Industry Conference, STB assistant chief executive, Neeta Lachmandas, was unable to provide the exact amount of the investment but said it will be a “substantial sum” channelled into brand building and marketing campaigns.

Lachmandas told TTG Asia e-Daily: “Prior to 2013 and 2014, we had a bit of a quiet period which we did not have that much of a destination branding for MICE.”

With the aim of generating greater awareness through PR activities, advertising and increased participation in tradeshows, she said: “In the US and Europe markets, we are targeting the association conventions as well as exhibition and conference event organisers; in Asia-Pacific, we see bigger opportunities for corporate meetings and incentives.”

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