In an effort to push the limits on destination marketing, Singapore Tourism Board is paving a new path to engage with like-minded consumer audiences with a passion for discovery and creative thinking to explore the endless travel experiences in Singapore. 

Singapore Tourism Board (STB) announces partnerships with innovative U.S. brands Lyft, the fastest-growing on-demand transportation service in the U.S.; andPandora, the go-to music source for fans and artists to drive awareness for Singapore, a destination full of inspiring ideas and cultural experiences. 

Partnering with these prominent Bay Area-based companies is aimed at supporting Singapore Airlines' launch of non-stop flights between San Francisco (SFO) and Singapore (SIN) on October 23 to jumpstart travel from the West Coast. 

"In a crowded travel marketplace, destinations are battling to capture consumer interest that drive conversions.  We need to look beyond the conventions and clichés of marketing a destination," said Kershing Goh, Regional Director of Americas, Singapore Tourism Board. 

"Singapore is standing out by taking risks and finding extraordinary ways to raise our destination profile.  We are pleased to collaborate with like-minded partners Lyft and Pandora who, while are not conventional tourism brands, are aligned with Singapore in being future-forward in spirit and innovative at the core. Our destination resonates deeply with their millennial audiences who seek inspiration through travel."

An unsuspecting Lyft passenger getting into a distinctly wrapped YourSingapore branded car

Singapore: The City of Tomorrow 

Fifty-one years ago, Singapore was born of innovation, ideas are its primary natural resource.  From dearth, this destination has transformed into a luminous, urban oasis that inspires travelers to think boldly beyond tomorrow. Singapore touts gleaming architectural marvels from the futuristic Marina Bay Sands to the lotus-shaped ArtScience Museum; technological innovations from driver-less taxis to sustainable bio-domes at the Gardens by the Bay; and inventive dining experiences such as Modern Singapore (Mod-Sin) cuisine that's revolutionizing dining traditions.  Singapore is the destination for idea explorers, directly appealing to Pandora and Lyft's consumer audiences, which actively seek the "what's next?"

A Lyft Surprise

On September 23 and 24, Lyft and Singapore Tourism Board surprised unsuspecting riders in San Francisco in cars distinctly wrapped with "YourSingapore" branding, the official tourism brand ofSingapore. Through an immersive in-car experience, passengers were quizzed on Singapore, and 10 lucky riders were awarded a five-night, all-expense paid trip to this destination in Southeast Asia.  This October, winners will immerse themselves in innovative and cultural experiences in Singapore.  A video documenting their discovery of Singapore will be released on www.lyft.firststopsingapore.com, leading up to the debut of Singapore Airlines' new non-stop flight from SFO-SIN. 

"Partnering with Singapore Tourism Board is making traveling with Lyft even more seamless and unique. Surprising riders with trips to Singapore is the kind of spontaneity and engagement that our audience values," said Oliver Hsiang, Vice President Partnerships, Lyft.

Click here for a video of Lyft and Singapore Tourism Board's weekend ride: www.youtube.com/watch?v=lkzQHMtwHvQ&feature=youtu.be