Singapore Tourism Board highlights the beauty of SG's hidden gems in new campaign

The Singapore Tourism Board (STB) has unveiled “Made in Singapore”, its latest global campaign to inspire travellers to choose Singapore as their next travel destination.

The campaign aims to put a fresh spin on its “Passion Made Possible” destination brand. According to STB, the campaign will spotlight quintessentially Singaporean experiences, from attractions to hidden gems. The desired result of the campaign is to keep Singapore top of mind and connect across different travellers by showcasing the country’s key attributes. It 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 in "Made in Singapore" experiences.

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To build emotional affinity and inspire travel to Singapore, the campaign adopts a bolder and playful approach to convey the spirit of Made in Singapore. From “forest bathing” at 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.

Buoyed by strong fundamentals that make Singapore an attractive leisure and business destination, the country’s tourism sector is poised for strong growth. This was confirmed by STB’s reports where this year’s visitor count is set to recover and increase to about 12 to 14 million, with tourism receipts expected to collect $18 to $21 billion.

However, competition among destinations continues to intensify, along with changes in travel behaviour. A study conducted by creative agency BBH Singapore in November 2021 with over 3,000 respondents across 10 overseas markets found that over 60% of people are looking for more purposeful travel. The study also found that close to 80% of those planning for purposeful travel are looking for destinations that inspire them.

Kenneth Lim, assistant chief executive of the marketing group at STB said that the campaign is anchored in its “Passion made Possible” brand which embodies the Singaporean 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.”

On the leadership front, Lim replaced Chang Chee Pey, who stepped down as assistant executive chief in June this year. In his 26-year long career at STB, Chang was integral to the growth and development of Singapore's tourism sector. He held roles such as assistant chief executive of its international group and executive director of Europe, South Asia, Middle East and Africa in his time in the company. 

In November 2021, Chang took on the role of STB's marketing chief from Lynette Pang where he led tourism recovery efforts through the SingapoReimagine global campaign. He also championed new ways to amplify Singapore's destination story through strategic partnerships, innovative content and collaborations with international personalities such as Charlie Puth and Billie Eilish.

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