Singapore Tourism Board (STB) has unveiled its latest campaign, “Made in Singapore,” aiming to spotlight the city’s unique blend of iconic attractions and hidden treasures. This initiative is designed to transform ordinary moments into extraordinary experiences, emphasizing Singapore’s ability to turn imagination into reality.
- Fresh Perspective: The “Made in Singapore” campaign offers a novel take on the “Passion Made Possible” brand, highlighting Singapore’s distinctive experiences.
- Singapore’s Essence: Kenneth Lim, Assistant Chief Executive (Marketing Group) of STB, emphasizes the campaign’s alignment with the Singaporean spirit of realizing passions and creating possibilities.
- Changing Travel Trends: A 2021 study revealed that over 60% of respondents seek purposeful travel, with nearly 80% desiring destinations that inspire.
- Singapore’s Allure: The campaign showcases Singapore as a City in Nature – a vibrant, cosmopolitan hub deeply rooted in multicultural heritage.
- Twist on the Familiar: Innovative experiences, such as “forest bathing” at Jewel Changi Airport’s Rain Vortex and dining at Lau Pa Sat hawker centre, encapsulate the campaign’s essence.
- Global Outreach: The campaign will be launched in major markets, including China, India, and the US, encompassing various promotional strategies.
- Evolution of Branding: “Made in Singapore” succeeds the “SingapoReimagine” campaign from November 2020.
Mr. Kenneth Lim, representing STB, shared, “Our latest campaign seeks to underscore Singapore as a realm where dreams materialize. We aim to highlight how Singapore crafts unforgettable moments out of the mundane, igniting the desire to travel here.”
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Despite Singapore’s inherent appeal as both a leisure and business hotspot, the evolving travel landscape and intensifying competition among global destinations necessitate innovative marketing strategies. The “Made in Singapore” campaign is poised to address this by resonating with travelers seeking purposeful and inspiring journeys.
The campaign’s playful and audacious approach seeks to build a deeper emotional connection with potential visitors. By introducing travelers to unique experiences, such as witnessing the vibrant “air show” at the newly launched Mandai Bird Paradise, Singapore promises a holiday filled with wonder and inspiration.
As the campaign gains momentum, it will encompass a range of promotional activities, from in-market activations and industry partnerships to collaborations with influential content creators.