Case Study: Singapore Tourism Board achieves 20% visitor growth and 5M unique site visits with Adobe Experience Manager and Adobe Analytics

Singapore Tourism Board - Customer Case Study

The Singapore Tourism Board (STB), the country’s economic development agency for tourism, needed to rebrand Singapore as a vibrant, personalized destination and shift to a mobile- and social-first marketing approach. STB faced the challenge of consolidating thousands of pages of content from disparate silos, delivering current, localized experiences for key markets, personalizing content for visitors, enabling cross-channel engagement, and streamlining a distributed content publishing workflow.

Working with XM, STB implemented Adobe Marketing Cloud—primarily Adobe Experience Manager and Adobe Analytics—to enable single-source publishing, digital asset management, targeted recommendations, real-time analytics and multivariate testing. The new YourSingapore.com delivered faster time to market and tailored user experiences, driving strong results: international arrivals rose to 11.6 million (+20% YoY), the site reached 5 million unique visitors by December 2010 (three times the previous site), and social fan engagement grew fivefold.

Singapore Tourism Board

Sophia Ng

Executive Director, Brand & Marketing, Singapore Tourism Board