Promotional Campaign for Singapore Flyover

The promotional campaign for Singapore Flyer aims to restore the trust of the customers and reposition it as a major attraction in Asia. The campaign will focus on public relations, advertisement and sales promotion, personal selling, and internet marketing. The success of the campaign will be evaluated by analyzing the increase in the number of visitors, feedback received, and revenue generated.

Running head: MANAGEMENT
Promotional Campaign for Singapore Flyover
Name of the student
Name of the university
Author Note:

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Table of Contents
Introduction......................................................................................................................................4
SWOT Analysis...............................................................................................................................4
PEST Analysis.................................................................................................................................6
Goals and Objectives.......................................................................................................................8
Goals............................................................................................................................................8
Objectives....................................................................................................................................8
Targeted People...........................................................................................................................8
Intended Message........................................................................................................................9
Strategy............................................................................................................................................9
Ways to Achieve the Strategy..........................................................................................................9
Public Relations...........................................................................................................................9
Advertisement and Sales Promotion..........................................................................................10
Selling personally......................................................................................................................10
Internet Marketing.....................................................................................................................11
Evaluation......................................................................................................................................11
Conclusion.....................................................................................................................................11
Timeline.........................................................................................................................................12
Table No 1: Timeline.................................................................................................................12

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Gantt chart.....................................................................................................................................13
Figure No 1: Gantt chart............................................................................................................13
References......................................................................................................................................14

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Introduction
It is generally recommended that Singapore Flyer is Asia’s on of the largest attraction for
tourist. Official opening for public of the flyer which is a giant Ferris wheel was on April 15,
2008 at Marina Bay that is in Singapore (Ahmed, Ting & Johl, 2015). Although, it has been
flooded with problems and disputes. It has been seen in many cases that the flyer has stooped
working or have been broken down. Due to these problems, the authorities were bound to invest
$3 million for building a backup system that would deal with the safely of the wheel. Anti fire
and smoke system, generator winches and an advanced heat detection system were added in the
back up system (Ahmed, Ting & Johl, 2015). However, even after the remodeling done and
reopening the wheel in 2009, the wheel was shut down in 2018 claiming other technical issues.
The report has provided a schematic overview for the promotion campaign for the repair
of the wheel and also ensuring the safeguard of the people. Thus, the report will help the
organization in repositioning Singapore Flyer as a major attraction of Asia.
SWOT Analysis
Strength Opportunities
 Second largest observation wheel in
the world
 Huge attraction for tourist
 The entire city can be viewed
 Brand image
 Efforts for new marketing strategies
 Customer base can be increased
 Corporate packages could be started
 Providing free Wi-Fi while customers
are on board
Weaknesses Threats
 Expensive tickets
 Effective marketing is absent
 Malfunctioning
 Poor weather condition
 Other entering venues existence
1. Strengths – As the Singapore Flyer is an attraction for an enormous number of crowd
for being the world’s second largest observation wheel, it is a major plus point for it.

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The tourists are attracted toward the wheel experiencing a ride which provides a
superb view of the city. According to, (Ziemba & Eisenbardt, 2015), the tourist
enjoys a bird eye view of the entire city which is a huge advantage of the wheel.
Eventually, Singapore Flyer has acquired a brand image for the unique experience it
provides to the people.
2. Weakness – Due to the absence of an effective marketing strategy the Flyer lags, it
has turn out to be one of the main weakness. Its absence is a huge problem for the
organizations too. High pricing of the tickets has also left a negative impact on the
wheels image. The organization charges $21 for children, $24 for senior citizens and
$33 for an adult for a single ride in the wheel. It has claimed to be really high due to
the different controversies that revolves around the wheel (Ahmed, Ting & Johl,
2015). There has been cases where people has canceled their rides for the high price
of the tickets. For such reasons, the Singapore Flyer is losing its validity among the
tourists.
3. Opportunities – According to, Penny (2017), the authorities have a high chances for
maintain the popularity of the wheel, and turn it into a successful attraction for the
tourists. A new marketing strategy can developed to help the organization. A proper
structured marketing plan will target the right strategies, effecting the keys that will
help the organization for success. It should be kept in mind that the plan should be
designed in sucg a manner that it would help the organization to increase their
customer base. With the increase in the customer base, the revenue of Singapore
Flyer will also boost up. New experiments could also be conducted by the
organizations with the introduction of corporate packages for the people working

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there. In addition, the organization can also provide facilities such as Wi-Fi, free
snacks and others.
4. Threats – Malfunctioning and bad weather are considered as the two major threats for
Singapore Flyer. There has been incidents where the ride have faced issues for poor
weather (Ronis & Chasdi, 2018). It was seen earlier that people have been stuck in
the wheel for 5 hours due to malfunction of the system and bad weather condition.
Hence, these incidents have led people in agreeing about the fault in the system of the
flyer, which in turn have become a challenge for the management to bring back the
believes of the people regarding their safety. The presence of other amusing venues in
the neighborhood of Singapore Flyer have led in loss for the business of the
organizations because variety of people are drawn towards other sources.
PEST Analysis
PEST analysis is usually conducted to bring out the macro-environmental points of an
organization, which in turn can build or destroy an organizational capability to sustain
relationship with their customers. The analysis follows;
1. Political – Since 1950, Singapore has been obeying People’s Action party. The party
has contributed in converting the country from ashes to the recent standards that the
country has set in terms of economics and technology (Penny. 2017). There are strict
laws and order against for any crimes in the country. This has made the coumtry in
achieving a state where it can be classified among the best countries in the world. The
country has become a major torist destination and hub for business. Thus, such
advantages allow the Singapore Flyer to attract many tourists.

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2. Economical – It is clear that Singapore is among the leading country that has well-
structured economical background and also ahead in Gross Domestic Production and
Putchasing Power Parity. The tourism sector of the country is controlled by Statutory
Tourism Board of Singapore. It has turned the country into a leading tourist attraction
and have made it capable of competing in global competition (Pammet, 2015).
Singapore Flyer is a global icon branded by the STB, representing the rapid groeth in
globalization and the advancement of the country.
3. Social – The competitive nature of the country’s business environment has been a
main reason behind the extended working hours, with a minimum of 5 eployees
working more than 11 hours in a single day. These events take a toll in the health of
the employees and exerts unnecessary stress.
4. Technological – The country has turned into a technological marvel and also one of
the advanced nation in the world due to the rise in the economic growth. Opreanna &
Vinerean (2015) have stated that the rapid growth in the infrastructure of the country
has contributed in attracting many tourist in the country. It has also helped in
collecting revenue form the tourist at locality. The Singapore flyer is an engineering
achievement for the country and has made the government of Singapore proud.

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Goals and Objectives
Goals
The main motto of the promotional campaign is to seek for building the appropriate reputations
of the Singapore flyer and also assuring the fact that the customers are required to visit their
website and how to impose them to opt their flyers for getting the unique experiences. This
campaigns mostly aim to achieve the maximization of the visitor ship at the end of the following
campaigns. The campaigns mostly act like the gauge for measuring the visitor’s trust those are
restored and determining whether they would visit the Singapore Flyer ever.
Objectives
One of the major objectives of the Singapore Flyer is to ensure the proper and the
efficient re-beginning of the Singapore Flyer journey. The main essential for the flat start of the
organization would receive the appropriate media coverage that is both present close by as well
as globally. The main focus of the company is to arrange the media coverage that is of 10
globally dissimilar local media coverage. The media coverage should be covered by the various
media like print and the television media and also the prominent social media channels. The
coverage would be more important for the business organization to guarantee for safety and
generating the progressive publicity.
Targeted People
This is to be noted that most of the target audience of the publicity campaign will mostly
include the tourists and the tourists around the world are considered as one of the major targets
for the company like the Singapore Wheel that could be projected for the unique opportunity for
the company in the entirely dissimilar manner. Except this the secondary targeted customersof

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the company will involve the working age group of the Singaporeans among the age from 25 to
60. In other words except the local citizens, individuals are also considered as the targeted ones
those who help them to spend their relaxing time in the splendid mood.
Intended Message
The main communication with the clients is exaggerated through the promotional
movement which will try to restore confidence regarding the security of the structure and also
encourage the gorgeous view of Singapore city provided by the arrangement. The
communication will try to draw the clients once more towards the massive arrangement and will
tempt them to have a journey on the Singapore Flyer.
Strategy
Elegant and solid policy requirements to be made by the organization of the Singapore
Flyer to encourage it as a secure and sound alternative for the reason of activity. The major
policy that could be followed by the association is to apply both online and offline strategy to be
given promotion in the marketplace and boost the number of visitor ship. The public relations
could be accepted out through media source for notifying and educating the community about the
security measures practiced in the Singapore Flyer (Mallik, 2018). Whereas on the other side the
flyer can work together with dissimilar orphanage home in Singapore and could arrange the free
rides for orphans for maximizing its contributions based on CSR.

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Ways to Achieve the Strategy
Public Relations
As mentioned earlier, the media channels will be extensively used by the management of
the organization in order to communicate the new safety measures installed by the authorities
maintain the Flyer in Singapore (singaporeflyer.com, 2019). The details of the safety certificates
along with the safety standard installed in the Flyer can also be published accordingly. Such
publication of the detailed sources will be helpful to establish a strong level of trust in the
organization. According to, Koch & Benlian (2015) the engagement in CSR activities will also
rectify their lost image and help to enhance a brand image. The publication of such CSR
engagements will also serve another source for the attraction of customers to the flyer.
Advertisement and Sales Promotion
Promotion through advertisement is possibly the most conventional mechanism followed
by the organization for ensuring accumulation display of their new business enterprise or goods
for connecting to the superior base of clients (Kitchen&Burgmann, 2015). Following the
community relations structure, the Singapore Flyer will transmit outside print advertisement
which involves hoardings, huge digital display and banner. Advertisement would also be
approved through sale promotion counting 20% off on dissimilar varieties of ticket price to attain
the dissimilar target audience and capture the marketplace. Such a shift could help draw tourist
as the majority of the tourist presently stay away from the travel because of the excessive price
concerned (Hanssens & Pauwels, 2016). The organization of the Flyer could also sign and deals
with the Singapore tourism board for utilizing the arrangement and provides platform as the
exclusive mug of Singapore Tourism. The Advertisements would also cabinet the secure
certificate developed by the worried establishment for certifying the security of Singapore Flyer.

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Selling personally
The personal selling could be considered as the major factors of the strategically for
reviving the Singapore Flyer from the present conditions. The company’s staff can be conducted
by personal selling in comparison to lure the visitors and making the arrangements more
attractive for the people. The staff while promoting the brand by self and this will be providing
essential messages regarding the travel like individuals would have the 3d theatre, in voyage
experience, temperature restricted pod, Kenko Reflexology and are mostly technologically
superior characteristics while riding the Singapore Flyer (singaporeflyer.com, 2019).
Internet Marketing
Lastly this could be said that the internet marketing is considered as one of the major
ideal strategy for any organization and allows any alterations in the organization. The Singapore
Flyer’s management has to efficiently utilize the various kinds of the social media channels for
communicating with the people. The organization’s management could even think of appointing
the celebrities and promoting the celebrity like the brand ambassador of the organization. The
photos and the information for the promotional movement could advertise and posting in the
Face book or other type of social medium channel that could be seen by various number of
people and logically attracting the huge figure of company. According to, Hanssens & Pauwels
(2016) the employ of Twitter, Instagram, LinkedIn and a variety of additional sites could ensure
the major tread in the renovated arrangement.
Evaluation
It is essential to evaluate the promotional campaign so that monitoring of the
development undertaken after implementing the campaign can be made. The assessment can help

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in evaluating the promotional campaign required for achieving the target that is set by the
managers of the company. As stated by Greenberger and Greenberger (2018) Singapore Flyer
applies this technique in order to measure the achievement of the target market. Moreover,
maintaining the social media platforms can help in understanding the current perspective of the
customers upon the company.The feedback received from these sites can help in improving the
functions of the company.
Conclusion
The positivity of the report is that it has met the objectives as was stated initially. The
report commenced with the analysis of the micro and macro environmental analysis of Singapore
Flyer. It proceeded to provide recommendations about the best strategy necessary to improve the
current position of the company. A full analysis of the report bears witness to the fact that it has
managed to address the mitigation techniques required for Singapore Flyers to tackle the
problems related to the bad weather. However, tackling problems related to malfunctioning have
not been met. Therefore, future research can be conducted about the ways to mitigate the
malfunctioning of the company.
Timeline
Task Name Duration Start Finish
Project Singapore
Flyer
151 days Wed
1/23/19
Wed
8/21/19
Media
Confirmation
45 days Wed
1/23/19
Tue
3/26/19
Media Release 60 days Wed
3/27/19
Tue
6/18/19
Launch of the
Promotional
Campaign
45 days Wed
3/27/19
Tue
5/28/19

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Printing of
Advertisements
45 days Wed
6/19/19
Tue
8/20/19
Re-Launch of
Singapore Flyer
1 day Wed
8/21/19
Wed
8/21/19
Table No 1: Timeline
Source: (As created by the Author)
Gantt chart
Figure No 1: Gantt chart
Source: (As created by the Author)

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