Author: Singapore Tourism Board | 27 September 2023 | Tourism, Travel, Marketing
Singapore, 27 September 2023 – The Singapore Tourism Board (STB) has unveiled its latest global campaign, “Made in Singapore,” aimed at inspiring travelers to choose Singapore as their next destination. Building upon the foundation of the Passion Made Possible destination brand, the campaign will spotlight quintessentially Singaporean experiences, showcasing how ordinary moments can be transformed into extraordinary ones.
Mr Kenneth Lim, Assistant Chief Executive (Marketing Group) at STB, emphasized, “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 tourism sector in Singapore is poised for robust growth, supported by strong fundamentals that make the country an attractive leisure and business destination. However, amidst increasing competition among destinations and evolving travel behavior, a study conducted in November 2021 highlighted a growing trend towards purposeful travel. Over 60% of respondents expressed a desire for more purposeful travel experiences, with nearly 80% of those planning such trips seeking destinations that inspire them.
The Made in Singapore campaign seeks to maintain top-of-mind awareness and resonate with diverse travelers by spotlighting the country’s key attributes: a vibrant and cosmopolitan City in Nature, steeped in rich multicultural heritage.
To evoke emotional connection and inspire travel, the campaign employs a bold and playful approach. It showcases how a twist on the familiar can create a holiday filled with wonder. For instance, visitors can indulge in “forest bathing” amidst the unexpected backdrop of Jewel Changi Airport’s Rain Vortex, experience an unconventional dining adventure at Lau Pa Sat hawker centre, or marvel at a vibrant “air show” at the all-new Mandai Bird Paradise. These experiences exemplify how Singapore turns imagination into real and inspiring moments for travelers.
The Made in Singapore campaign will be launched in key global markets including China, India, Indonesia, South Korea, the United Kingdom, and the United States. In addition to film and social media components, the campaign will feature in-market activations, industry partnerships, collaborations with content creators, as well as familiarization trips to immerse media and influencers in the unique experiences offered by Singapore.
Made in Singapore replaces STB’s SingapoReimagine international recovery campaign, which was introduced in November 2020 to reignite enthusiasm for travel in Singapore.
