ABS-CBN News, 18 Feb 2014
The Singapore Tourism Board (STB) has appointed Filipino-French food blogger, editor and restaurateur Erwan Heussaff as the face of its newest campaign for the Philippine market.
The announcement coincided with the launch of STB’s new tourism slogan for the Philippines, “Singapore: See where the world is heading,” which aims to show Filipinos a “different” side of the city-state.
Kenneth Lim, STB’s regional director for Southeast Asia II and Oceania, said they decided to change its strategy for the Philippines, one of the key sources for tourist arrivals in Singapore, after finding out about their travel habits and needs.
Singapore welcomed 656,000 visitors from the Philippines in 2012, with the number expected to increase following STB’s new campaign, which hopes to attract families and “barkadas” or groups of friends.Lim believes that Heussaff, who visits Singapore at least four times a year, can effectively promote the city-state to his fellow Filipinos.
“He has a strong affinity with the destination,” Lim said of Heussaff. “He goes there frequently and he knows hidden parts of Singapore that a lot of Filipinos don’t know. And he has a huge following in social media… That’s one of the reasons why we chose him.” Full story
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