Thomas Cook and the Singapore Tourism Board are to integrate digital and traditional media, with a high-profile, multimedia campaign promoting the destination.
The aim of the three-month initiative is to highlight Singapore as more than just a place to stop-over.
The campaign will target consumers across Cook’s platforms, from online to instore, direct and third party media.
It includes branded print and online content, instore promotions across Cook agency branches, prominence in brochures and posters, social media activities and print and digital marketing.
The agreement is the first collaborative deal that Singapore Tourism Board has run with Cook in the UK, it comes as the nation marks its golden jubilee.
Richard Raperport, senior international partnerships manager at Thomas Cook said: “This partnership with Singapore capitalises on the enormous reach that Thomas Cook has to millions of UK holidaymakers.
“Leveraging the full strength of Thomas Cook as an omni-channel retailer, the initiative will utilise our deep insight into consumer travel behaviour to drive deeper awareness of Singapore as a compelling destination for UK consumers.
“Combining our best in class data-focussed marketing and our travel agent expertise, we are dedicated to driving significant success and return on investment for Singapore tourism.”
Jonathan Loh, Northern and Western Europe area director of Singapore Tourism Board, said: “As Singapore celebrates its golden jubilee, we are looking forward to inviting Thomas Cook’s passengers to get into Singapore to celebrate this exciting year with us, and welcoming them to enjoy Singapore’s vibrant hospitality, cuisine, greenery and culture.
“We hope this collaboration with Thomas Cook will inspire travellers to discover the hidden gems of Singapore and to see the country as more than a stopover, but as part of their multi-Asian holiday.”