STB brings quintessentially Singapore experience to life in 5 key cities

Singapore Tourism Board (STB) is inviting citizens from around the world to experience the "quintessentially Singapore" by launching a series of 3D billboards in certain cities globally.

This comes as part of STB’s global campaign “Made in Singapore”, which aims to invite the world to Singapore and experience where the ordinary is made extraordinary. This also aligns with STB’s commitment to being a “Passion Made Possible” destination brand.

Done in collaboration with creative agency BBH Singapore and media agency The Shophouse @ Publicis, the cities involved range from New York City in Times Square to London in Piccadilly Circus.

The 3D out-of-home billboards shed light on some of the country’s unique and multifaceted offerings and provide a whimsical take on three iconic Singapore experiences, brought to life in New York, London, Shanghai, Mumbai and Jakarta. The billboards will also be lauched in Ho Chi Minh in April and Manila in May.

In a conversation with MARKETING-INTERACTIVE, a spokesperson from The Shophouse @ Publicis said the campaign runs from February until March 2024, while each market has specific durations.

The spokesperson also said this campaign aims to further extend the talkability of the "Made in Singapore" campaign launched in September 2023 by inciting interest across major cities around the world.

"The billboards showcase the authentic experiences of Singapore through some of its most remarkable scenes and iconic landmarks, such as a city in nature (Gardens by the Bay), quaint peranakan shophouses (Katong-Joo Chiat) as well as the renowned Singapore Chili Crab dish, all brought to life in a playful and whimsical manner to inspire travel to Singapore."

Choo Huei Miin, director, brand, Singapore Tourism Board said: “Leveraging these immersive 3D out-of-home billboards, we aimed to capture the imagination of our travellers through transforming everyday moments into unique experiences Singapore has to offer to inspire travel.”

“We hope this visual treat showcases the best of destination Singapore to the world and captivates audiences in key target markets with our vibrant culture, food, nature, and show-stopping futuristic landscapes,” Miin added.

Khairul Mondzi, executive creative director at BBH Singapore, said: “This ‘global tour’ unveils to the world the essence of Singapore through a collection of experiences – iconic and lesser-known alike – in an unexpected, surprising way. Forget what you know about gardens, window shopping and performance art: STB’s new 3D billboards might surprise you in ways beyond the ordinary.”

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Back in September 2023, STB unveiled the “Made in Singapore” global campaign to inspire travellers to choose Singapore as their next travel destination. 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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