The Singapore Tourism Board (STB) and Spotify, the world’s most popular music streaming subscription service, have jointly rolled out a unique marketing campaign that is based on the universal language of music. Titled Beats of Singapore, the campaign will roll out between September and December 2018 and connect the Spotify community around Southeast Asia with Singapore through music and shared passions.
In the first phase of the campaign, there will be a call out to Spotify users in Singapore to contribute to Singapore’s soundscape on the Beats of Singapore microsite by recommending songs that are evocative of their favourite places and activities in Singapore. These recommendations will be matched to STB’s passion tribes, which group consumers based on their lifestyles, interests and what they travel for. For example, Socialisers in Singapore would likely share their favourite nightlife and entertainment spots, paired with tracks that convey the energy of a party in Singapore.
Subsequently, Spotify users from Indonesia, the Philippines, Thailand and Vietnam would be invited to visit the microsite. There, they will be assigned a suggested “passion tribe profile” based on their favourite playlists, derived from Spotify’s unique data insights that studies music preferences and listening habits. They can then check out the Singapore soundscape and the myriad recommendations on what to do or see in the Lion City, download itineraries for a trip to Singapore, as well as make their own recommendations to those who share their passions.
In addition, STB and Spotify will jointly curate destination-themed playlists featuring Singapore’s artists and music in order to further strike a chord with Spotify users and enable them to appreciate Singapore as a destination at a whole new level.
“We are thrilled to have embarked on this partnership with Spotify, that will not only help STB widen our reach, but also bring to the table an abundance of new and interesting insights on how we can better engage our visitors through music. We hope that listeners will be inspired by our specially-tailored playlists and recommendations contributed by Singaporeans to find out more about Singapore and visit us,” said Ms Jacqueline Ng, STB’s Director of Marketing Partnerships & Planning.
“Spotify was founded on the basis that personal discovery is one of life’s greatest pleasures. We take great pride in connecting artists with their fans, regardless of where they are based. To date, Spotify connects musicians with 180 million fans globally, utilizing personalized insights to inspire people to discover even more. And with this partnership in place, we are certainly taking a step further towards music discovery and the celebration of talent,” said Sunita Kaur, Vice President of Advertising, Spotify, APAC.