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Singapore Tourism Board Uses Native Ad Strategy to Target Malaysian TravelersWhat’s to do in Singapore?

Malaysians are finding out, because Singapore’s tourism board has directed a native ad running on a leading newspaper (The Star) website toward them.

“The article, headlined ‘Let’s plan your next getaway – Top 10 things to do in Singapore!’ lists some of the popular things to do while on holiday in the citystate, including the Singapore Zoo, the Pet Expo, River Safari, and S.E.A Aquarium,” according to Mumbrella.

Mumbrella also notes that “It is not clear that the article is a paid-for ad until the end of the page, with the words ‘This article is brought to you by the Singapore Tourism Board’ and a link to STB’s website.”

Reader response to date? “Mixed,” according to the website’s “mood metre.”

To check out the native ad for yourself and weigh in on its quality (or lack thereof), click here.

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