Singapore – The Singapore Tourism Board (STB) has unveiled its new global campaign ‘Made in Singapore’, which invites the world to Singapore, where things are made a little unexpected, and where typical tourist experiences are seen in a different light in the country.
‘Made in Singapore’ replaces STB’s ‘SingapoReimagine’ international recovery campaign launched in November 2020 to rekindle passion for travel in Singapore.
Conceptualised alongside Publicis Groupe Singapore, the campaign puts a fresh spin on STB’s Passion Made Possible destination brand by spotlighting quintessentially Singapore experiences, from iconic attractions to hidden gems, that turn ordinary moments into extraordinary ones.
From ‘forest bathing’ at the unexpected setting of Jewel Changi Airport’s Rain Vortex, to working up a sweat dining at Lau Pa Sat hawker centre and witnessing a colourful ‘air show’ at the all-new Mandai Bird Paradise, Singapore turns imagination into inspiring travel experiences.
Moreover, the campaign also aims to keep Singapore top of mind and in conversations by showcasing the country’s key attributes: an inspiring City in Nature that is not only vibrant and cosmopolitan but also rooted in open, multicultural heritage – a place where unexpected twists on familiar moments are made possible.
The campaign is launched with a film directed by Singaporean filmmaker Martin Hong, best known for his music videos with international artists such as Billie Eilish.
Kenneth Lim, assistant chief executive for marketing group at STB, said, “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.”
Meanwhile, Janson Choo, executive creative director at BBH Singapore and The Shophouse @ Publicis, commented, “One thing we can proudly say about Singapore is that we make things happen. This spirit has turned us into a rather extraordinary place, never settling for the familiar, constantly pushing to be better and, essentially, making imagination come to life. If we can think it, we can do it. And through this campaign, we hope this passion of making things happen can inspire travellers to want to see our imaginative experiences in the flesh.”
‘Made in Singapore’ will roll out across key markets globally including China, India, Indonesia, South Korea, the United Kingdom, and the United States, amongst others. Anchored on the film, the full-funnel campaign incorporates activations, brand partnerships, and always-on paid media. Crucially, collaborations with content creators and influencers will engage interest communities and build talkability about Singapore as an unforgettable destination, while two social-first content series are on the horizon.
