STB’s new campaign focuses on transformation of ordinary moments into special memories
The Singapore Tourism Board (STB)’s newly-launched “Made in Singapore” global campaign is aimed at spotlighting quintessential Singaporean experiences, from iconic attractions to hidden gems, showcasing how everyday moments can be transformed into extraordinary memories within the city’s borders.
It replaces the “SingapoReimagine” international recovery campaign launched in November 2020 amidst the pandemic. Kenneth Lim, Assistant Chief Executive (Marketing Group) at STB, explained, “The Made in Singapore campaign is anchored on our Passion Made Possible destination brand, which embodies the Singapore spirit of fulfilling individual passions and creating new possibilities. Through this latest campaign, we would like to reinforce Singapore as a destination that turns imagination into reality. Our goal is to showcase how everyday ordinary moments are made extraordinary and unforgettable, experienced only in Singapore – to inspire travel here.”
The campaign comes at a time when the tourism sector in Singapore is poised for strong growth. However, the competition among destinations is intensifying, and travel behavior is evolving.
A study conducted in November 2021 with over 3,000 respondents across 10 overseas markets found that over 60% of people are looking for more purposeful travel, and close to 80% of those planning for purposeful travel are looking for destinations that inspire them. The “Made in Singapore” campaign aims to keep Singapore top of mind among travellers by showcasing its key attributes: an inspiring City in Nature destination that is vibrant, cosmopolitan, and rooted in strong multicultural heritage.
To build emotional affinity and inspire travel to Singapore, the campaign adopts a bolder and playful approach, says STB. It conveys the spirit of “Made in Singapore”, where a twist on the familiar creates a holiday filled with wonder. Travelers can look forward to experiences such as “forest bathing” at the unexpected setting of Jewel Changi Airport’s Rain Vortex, enjoying a unique dining experience at Lau Pa Sat hawker center, and witnessing a colourful “air show” at the all-new Mandai Bird Paradise.
According to STB, the “Made in Singapore” campaign will be rolled out across key markets globally, including China, India, Indonesia, South Korea, the United Kingdom, and the United States. In addition to film and social media components, the campaign will include in-market activations, industry partnerships, collaborations with content creators, and familiarization trips to immerse media and influencers in the unique “Made in Singapore” experiences.
PHOTO CREDITS: SINGAPORE TOURISM BOARD