The Singapore Tourism Board has unveiled a new global campaign in an effort to draw visitors back to the island state after 2 years of lockdown and amidst a slow economic recovery.
Themed Made in Singapore, the latest global campaign is to inspire travellers to choose the city as their next travel destination. The campaign will spotlight quintessentially experiences, from iconic attractions to hidden gems, and how ordinary moments are turned into extraordinary experiences it said in a statement.
Mr Kenneth Lim, Assistant Chief Executive (Marketing Group), 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.”
The campaign will roll out across key markets globally including China, India, Indonesia, South Korea, the United Kingdom and United States. Beyond film and social, the campaign will include in-market activations, industry partnerships, collaborations with content creators, as well as familiarisation trips to immerse media and influencers.
Made in Singapore replaces STB’s SingapoReimagine international recovery campaign launched in November 2020 to rekindle passion for travel in Singapore.