Bumble has announced a partnership with the Singapore Tourist Board (STB) to launch Bumble Bizz in the country.
Bizz is the social app’s networking mode which is designed to connect professional workers for mentoring, business collaborations and new job opportunities.
It is designed to work in a similar way to the rest of the product, swiping left or right on the profiles of other users. However, Bizz is more aligned to companies like LinkedIn, where individuals make business contacts rather than mainstream dating apps.
Rachel Loh, regional director, Americas, STB said that while Bumble has been around in Singapore for some time now, this partnership allows the app to raise awareness and build its database of users from Singapore.
Meanwhile, STB is also able to promote and market Singapore as a destination of meaningful professional connections as well. As part of the partnership, there will also be a content push on Bumble’s platforms.
Bumble and the STB have also engaged a number of social influencers from within the Asia Pacific area for the app, and linked it to the Global Connector Bee program.
Bumble Bizz can also be used as an itinerary and destination guide for the local area too.
Loh explained that the destination guide will be created from an editorial standpoint and promoted in the app. If an individual is passing through or is in Singapore for a trip, he/she will be to surf on the Bumble Bizz mode and swipe right to find out more.
According to Loh, the overall ROI for this unconventional new partnership is about creating connections with Bumble and its users. Loh was unable to share the investment amount and added the partnership is an “on-going” one. She explained that the move is essentially tied to STB’s key pillar of positioning Singapore as a leisure destination, as well as a business hub.
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