Click on ‘play’ to listen to G B Srithar on The Master’s Voice
Our expert guest in this episode of The Master’s Voice Podcast series is G B Srithar – Regional Director, India, Middle East & South Asia at Singapore Tourism Board, and a respected, expert custodian and evangelist of tourism in South Asia. As affable a person as he is a knowledgeable, strategic and highly effective professional, Srithar has helped make this a spontaneous, insightful and engaging conversation.
We speak of what Singapore Tourism Board has been doing ever since the lockdowns kicked in, to keep itself in the news and the aspirational consideration-sets of its regular and potential tourist target audiences. Srithar shares how, over the past year and a half, his team and he have been trying to keep STB relevant, connected, and engaged with both — the travel trade, and consumers.
Srithar speaks of multiple special campaigns powered by their ‘agile, bold and creative’ approach, which has helped them roll out deep, empathetic and friendly messages of emotional solidarity across various geographies and in several languages. These have included the United We Stand initiative for Travel Trade partners.
And amongst its several campaigns for consumers, STB’s most memorable initiative has also been its most recently launched, targeting “a very important audience – kids” through the popular animation series featuring the powerful hero, Chhota Bheem, through a seven-episode tieup with STB partners Green Gold Animation and popular OTT Platform Voot Kids from Viacom 18 network.
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Srithar also shares insights on STB’s marketing and comms philosophy during the pandemic. He also speaks at length on how STB has been taking the ‘physical / personal’ experience critical to travel marketing, totally virtual. He shares insights on the digital marketing mix and the importance of performance-based marketing.
He also speaks of the flat-lined travel industry, how the government has helped tourism-related businesses in Singapore, and more.