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January 13, 2014
A gastronomic kick-off: Singapore Street Food Festival
Food is life in Singapore, and the average Singaporean eats up to 8 meals a day. So food need to be in focus when branding the country towards the Scandinavian tourists – and what better offspring for entering the Danish market than showing of the diverse and irresistible Singapore kitchen directly to the Danes in Copenhagen during the city’s annual food festival Copenhagen Cooking.

Related was in charge of getting the most out of this great opportunity to kick start Singapore Tourism Board’s new focus on the Scandinavian market. We sent out press releases to all relevant media and made sure that the event was top of mind at food critics covering the festival. We invited 10 top bloggers, food editors, and B2B travel journalists for an exclusive pre-lunch and secured four interviews with tier 1 media including both travel trade media, an exclusive food magazines and a business paper.

VIP’s and international visits.
During the event we were present to handle incoming queries from both local and international journalists as well as VIP’s visiting the scene and setting up extra interviews with relevant spokespersons at hand.

- This event did not alone give great coverage on both blogs and magazines for an AVE up to 210,000 USD, but also contributed to more in depth articles and two journalists joining a following special trade FAM trip to Singapore, tells PR Executive Mia Klüwer Nielsen, who is in charge of promoting Singapore to the Scandinavian tourists. 

The event was also the first step for a one-page article in Børsen (Financial Newspaper) about Singapore’s success in attracting the right tourists. See the article here

About the Singapore Tourism Board

The Singapore Tourism Board (STB) is a leading economic development agency in tourism, one of Singapore’s key service sectors. 

Known for partnership, innovation and excellence, STB champions tourism, making it a key economic driver for Singapore. 

STB aims to differentiate and market Singapore as a must-visit destination offering a concentration of user-centric and enriching experiences through the “YourSingapore” brand.



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