Singapore Airlines and the Singapore Tourism Board have launched a new campaign to attract more visitors to Singapore.
The partnership, which runs till June 30, 2015, entails a global marketing collaboration between the two parties that targets, for the first time, a broad spectrum of leisure, cruise and business visitors.
A total of $4 million will be invested in joint campaigns across the globe, SIA and STB said on Wednesday.
The focus will be Australia, China, Germany, India, Japan, Britiain and the United States of America.
For SIA, which faces intense presssure from rivals, the tie-up aims to boost traffic numbers and ultimately the bottomline.
Mrs Lynette Pang, STB's assistant chief executive for marketing, said: "Consumers already have a strong brand affinity to SIA, and would be able to easily relate to new marketing initiatives and products. Together, we can amplify the Singapore story, and attract more quality visitors."
SIA's senior vice-president (sales and marketing) Chin Yau Seng said: "we look forward to further bolstering Singapore's position as a preferred destination for leisure, business and cruises."