The new Singapore Tourism Board destination marketing campaign includes partnerships with Pandora, Lyft, and Singapore Airlines.

Singapore Tourism Board has inked a partnership with American brands Lyft, the on-demand transportation service, and Pandora, a music source for fans and artistes, to drive awareness around the destination as a city teeming with inspiring ideas and cultural experiences.

Using destination marketing, the brand aims to engage with like-minded consumer audiences to take the passion for discovery further to ensure they explore the trappings of said Asian escape. Singapore Airlines will launch nonstop flights between San Francisco and Singapore on 23 October.

Lyft and Singapore Tourism Board recently surprised San Francisco with cars wrapped with YourSingapore branding, the country’s official tourism brand. In an immersive experience, passengers were quizzed on Singapore, with 10 riders winning a five-night, all-expense paid trip to said city.

During the marketing campaign period, the above winners can expect to delve into Singapore’s cultural experiences. Meanwhile, a video documenting their discovery is scheduled to be released on a dedicated Lyft website, leading up to the debut of Singapore Airlines’ new SFO-SIN route.

The collaboration with Pandora offers listeners a platform to explore the diversity of Singaporean contemporary music. The selections are set to feature the country’s top artists, including pop band, The Sam Willows; rapper, THELIONCITYBOY; and singer-songwriter, Charlie Lim.

“We are pleased to collaborate with Lyft and Pandora, who are aligned with Singapore in being future-forward in spirit and innovative at the core. Our destination resonates deeply with their millennial audiences,” said Kershing Goh, Regional Director of Americas at Singapore Tourism Board.

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