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STB launches Made in Singapore global campaign
The Singapore Tourism Board (STB) has unveiled its latest global campaign Made in Singapore.
The campaign puts a new spin on the Passion Made Possible destination brand to put quintessentially Singapore experiences in the spotlight.
These include the Lion City’s iconic attractions and hidden gems.
Kenneth Lim, Assistant Chief Executive (Marketing Group), STB, said: “The Made in Singapore campaign embodies the Singapore spirit of fulfilling individual passions and new possibilities.”
“Our goal is to showcase how everyday ordinary moments are made extraordinary and unforgettable, experienced only in Singapore.”
STB says a study conducted in November 2021 across 10 overseas markets found that over 60% of people are looking for more purposeful travel.
Close to 80% of those planning for purposeful travel are looking for destinations that inspire them.
The campaign aims to keep Singapore top of mind by showcasing the country’s key attributes: an inspiring City in Nature with strong multicultural heritage.
Made in Singapore will roll out across key markets globally including China, India, Indonesia, South Korea, the UK and US.
Beyond film and social, the campaign will include in-market activations, industry partnerships, , as well as fam trips.
Made in Singapore replaces STB’s SingapoReimagine international recovery campaign which launched in November 2020.
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Editor for TravelMole North America and Asia pacific regions. Ray is a highly experienced (15+ years) skilled journalist and editor predominantly in travel, hospitality and lifestyle working with a huge number of major market-leading brands. He has also cover in-depth news, interviews and features in general business, finance, tech and geopolitical issues for a select few major news outlets and publishers.
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