Singapore – As part of the board’s ongoing SingapoRediscovers tourism campaign, the Singapore Tourism Board (STB) is partnering with American augmented reality (AR) technology company Niantic to promote and support local businesses through the game Pokémon Go.
Pokémon Go, which is known as an AR-based game, will allow players through this strategic partnership to discover tourism establishments and lifestyle offerings. Throughout the game, players can capture Pokémons and visit newly-placed virtual PokéStops and Gyms, amounting to 300 of them, across tourist spots in the nation.
Once players visit these PokéStops and Gyms on Pokémon Go, in-app STB ad campaigns will appear and take users to a microsite, describing all offerings and promotions of STB through various partner tourism establishments. Furthermore, the game encourages walking around and discovering other local business establishments and nearby precincts.
“We are excited by this collaboration with Niantic, which allows us to connect with the passionate community of Pokémon GO players in a fun and innovative way. As they pursue their favorite Pokémon across Singapore, we hope players will explore our precincts, discover hidden gems, and support local business – while staying safe and observing the necessary precautions,” Lim Shoo Ling, STB’s brand director stated.
Gary Chang, APAC business development lead at Niantic commented that “Our strength is to influence people to walk physically from location to location, and we are hoping to utilize this to encourage people to explore different parts of Singapore in-depth and boost domestic travel needs.”
There are future plans in this partnership to host Pokémon GO special Raid Battles in some partner areas to further boost local business tourism in the country.