On 27 September 2023, the Singapore Tourism Board (STB) unveiled their latest campaign, “Made in Singapore”, painting a mesmerising portrait of the nation. However, what’s the story behind it? Marketing In Asia reached out directly to the voices behind this enchanting call to adventure.
How “Made in Singapore” Taps into the “Passion Made Possible” Brand
“The Passion Made Possible brand (launched in 2017) celebrates our unique attitude and mindset: a passion-driven, never-settling spirit of determination and innovation, that pursues possibilities and reinvention,” shares Ms CHOO Huei Miin, Director, Brand, Singapore Tourism Board.
The ambition? Transform the familiar into extraordinary experiences that set Singapore apart, spotlighting its innovation-driven spirit. Their aim is not just to portray Singapore, but to inspire travel by showcasing how this nation pours imagination into every corner.
Mr Kenneth Lim, Assistant Chief Executive (Marketing Group) of STB, shared, “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.”
Embracing Purposeful Travel
Travellers today seek purposeful, transformative experiences. The “Made in Singapore” campaign seizes this evolving desire, offering unexpected encounters that make every journey meaningful.
“Made in Singapore spotlights quintessentially Singapore experiences, from iconic attractions to hidden gems, and turn these seemingly ordinary moments into extraordinary experiences – providing fresh insights, new inspiration and meaningful travel here in Singapore. The spotlighted experiences showcase our country’s key attributes: an inspiring City in Nature destination that is not only vibrant and cosmopolitan, but also rooted in strong multicultural heritage.”
Emotional connection stands as a vital goal for this campaign. According to Ms Choo, in promoting Singapore, it’s crucial to inspire, drive destination desirability and connect with our travellers emotionally through innovative storytelling.
“To drive emotional affinity, the Made In Singapore film centres on travellers’ seemingly ordinary moments e.g. star-gazing, ride sharing, workouts – and how these can become unique and unexpected experiences in Singapore. Besides the film, the campaign’s social assets will also hero local personalities to bring to life their stories and experiences, through short-form content to connect with travellers.”
They spotlight everything, from iconic attractions to the hidden gems. The campaign’s film, for instance, transforms simple moments like star-gazing into extraordinary Singaporean experiences. The blend of innovative storytelling, engaging local personalities, and embracing the digital space ensures Singapore remains a top pick for global travellers.
Unique “Made in Singapore” Experiences
Ms Choo tantalisingly describes some of the transformative experiences travellers can look forward to, including the region’s first indoor gamified electric go-karts at The Palawan @ Sentosa by Shangri-La Group, the immersive Bird Paradise at Mandai Wildlife Reserve, and the intriguing Hush: Night Food Tour through Geylang.
“Those looking for a midnight snack can instead embark on Hush: Night Food Tour through Geylang (Indie Singapore Tours) where they can enjoy mouthwatering delights at the tastiest supper places, and uncover the secrets and stories behind the district’s intriguing history and culture.”
Promoting Singapore in a Global Landscape
Navigating the global travel market isn’t without its challenges. Intense competition from other destinations and changing consumer desires in a post-pandemic world are just a couple. The campaign, however, aims to ignite desire and interest by providing unique takes on the ordinary and amplifying reach through strategic partnerships.
“The Made in Singapore campaign therefore aims to drive destination Singapore desirability and inspire travel, through piquing interest with unexpected takes of how an ordinary moment is made extraordinary, only in Singapore. To connect with different traveller segments, the campaign will also spotlight a variety of different experiences; from Singapore’s diverse dining offerings to latest attraction openings like Bird Paradise to drive interest. Anchored upon a social-first strategy, partnerships with key platforms and content creators to mega influencers / celebrities will also amplify reach and build affinity with larger audiences.”
“We will continue to deepen our understanding of our consumers and highlight Singapore’s unique offerings and experiences to better engage our key target audience and markets more effectively through our campaign.”
Tourism Recovery in the Wake of COVID-19
Singapore’s “Made in Singapore” campaign has been influenced by the ongoing pandemic, but its essence remains untouched – to inspire and rekindle passion for travel.
The previous campaign, “SingapoReimagine”, reintroduced Singapore in the emerging post-COVID world. “Made in Singapore,” Ms Choo says, “As travel restrictions eased and borders reopened, Singapore is seeing a steady rebound in international travel and tourism. To ensure that we capture the pent-up travel demand as international travel recovers, STB must continue to grow destination recall and mindshare for Singapore. Made in Singapore takes over the baton from SRI, to not only retain mindshare of destination Singapore, but also catalyse and inspire visits.”
“Beyond storytelling, STB will continue to pursue Quality Tourism, which prioritises attracting quality visitors, growing revenue, and boosting Singapore’s appeal as a leading city for both business and leisure.”
Also read: Singapore Leads the Charge: Insights from the 2023 Asia Pacific AI Readiness Index
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Leisure Events
- Tour de France Prudential Singapore Criterium (28-29 Oct)
- WB100 Celebrating Every Story (10-26 Nov 2023)
- Christmas on a Great Street (Nov-Dec)
- Standard Chartered Singapore Marathon (1-3 Dec)
- Christmas Wonderland (Dec)
Attractions - [NEW]: HyperDrive, Gamified Electric Go-Kart (August 2023)
Being a first in Asia, HyperDrive, which opened in August, levels up the racing
experience by immersing drivers in a world of real-life racing and virtual gaming. Taking
pole position are the electric go-karts, providing an eco-friendly fun time for
speedsters. Drivers have an arsenal of ‘special powers’ to turbo-charge their racing
experience or to sabotage their competitors – adding that extra bit of competitiveness
to the battle. - [NEW]: Bird Paradise @ Mandai Wildlife Reserve (Grand opening in November 2023)
Bird Paradise, opened to the public since May 2023, transports visitors into a colourful
world that is home to 3,500 birds from over 400 avian species. Visitors are able to
observe birds in immersive and naturalistic habitats at eight large walk-through
aviaries with different landscapes from around the world, such as wetlands, bamboo
groves and rainforests. - [NEW] Trifecta Singapore (Oct 2023)
Trifecta, set to open its doors in October, is a groundbreaking 49,611-square-foot
integrated board sports facility in the heart of Somerset, Singapore. Offering diverse
activities, including surfing, skateboarding, snowboarding, and skiing, it’s poised to
become the go-to destination for adventure seekers and sports enthusiasts alike
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