Singapore Tourism Board launches “Made in Singapore” global campaign
The
latest
integrated
campaign
highlights
how
the
ordinary
is
made
extraordinary,
through
a
rich
tapestry
of
unique
and
unexpected
experiences
made
possible
only
in
Singapore.
The
Singapore
Tourism
Board
(STB)
has
unveiled
its
latest
global
campaign,
“Made
in
Singapore,”
(MIS)
aimed
at
inspiring
travellers
to
choose
Singapore
as
their
next
travel
destination.
The
campaign
puts
a
fresh
spin
on
the
Passion
Made
Possible
destination
brand,
spotlighting
quintessentially
Singaporean
experiences,
from
iconic
attractions
to
hidden
gems,
all
of
which
are
deeply
rooted
in
the
unique
passions
that
characterize
Singapore’s
identity.
Speaking
on
the
latest
campaign,
GB
Srithar,
Regional
Director
–
India,
Middle
East,
South
Asia
&
Africa,
Singapore
Tourism
Board
said,
“Indian
travellers
are
increasingly
seeking
to
connect
deeply
with
a
travel
destination
by
venturing
into
off-the-beaten-path,
less-explored,
and
previously
unimagined
experiences.
This
new
campaign
aims
to
resonate
with
these
discerning
Indian
travellers,
by
highlighting
how
the
ordinary
is
made
extraordinary
in
Singapore
through
the
rich
tapestry
of
unique
and
distinctly
Singaporean
experiences.
‘Made
in
Singapore’
a
testament
to
how
a
destination
like
ours
makes
possible
a
travel
experience
filled
with
a
renewed
sense
of
wonder
and
limitless
possibilities.”
Kenneth
Lim,
Assistant
Chief
Executive
(Marketing
Group),
Singapore
Tourism
Board,
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.”
Buoyed
by
strong
fundamentals
that
make
Singapore
an
attractive
leisure
and
business
destination,
the
country’s
tourism
sector
is
poised
for
strong
growth.
However,
competition among destinations
continues
to
intensify,
along
with
changes
in
travel behaviour.
A
study
conducted
in
Nov
2021
with
over
3,000
respondents
across
10
overseas
markets
found
that
over
60%
of
people
are
looking
for
more
purposeful
travel,
and
close
to
80%
of
those
planning
for
purposeful
travel
are
looking
for
destinations
that
inspire
them.
The
MIS
campaign
therefore
aims
to
keep
Singapore
top
of
mind
and
connect
across
different
travellers
by
showcasing
the
country’s
key
attributes:
an
inspiring
City
in
Nature
destination
that
is
not
only
vibrant
and
cosmopolitan,
but
also
rooted
in
strong
multicultural
heritage.
To
build
emotional
affinity
and
inspire
travel
to
Singapore,
the
campaign
adopts
a
bolder
and
playful
approach
to
convey
the
spirit
of
MIS:
where
a
twist
on
the
familiar creates
a
travel
experience
filled
with wonder.
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
real
and
inspiring
experiences
for
travellers.
The
latest
additions
to
Singapore’s
destination
offerings
also
reflect
this
quirky
spirit.
Imagine
this:
at
Sentosa’s
The
Palawan
@
Sentosa
by
Shangri-La
Group,
the
beachside
lifestyle
takes
a
thrilling
turn
with
innovative
beachside
entertainment,
including
electric
go-karts,
a
floating
aqua
park,
mini-golf,
beach
clubs,
and
delectable
food
trucks.
At
PLUME,
the
newly
minted
cocktail
bar
at
Pan
Pacific
Singapore,
guests
can
savour
fresh
flavours
inspired
by
local
birds,
offering
a
unique
twist
to
the
traditional
cocktail
experience.
And
for
those
seeking
a
one-of-a-kind
culinary
journey,
Lou
Shang,
a
hidden
gem
of
a
café,
serves
fusion
dishes
inspired
by
beloved
local
favourites,
adding
an
exciting
twist
to
familiar
flavours.
(Refer
to
Annex
A
for
new,
innovative
experiences
that
travellers
can
look
forward
to
in
Singapore.)
MIS
replaces
STB’s
SingapoReimagine
international
recovery
campaign
launched
in
November
2020
to
rekindle
passion
for
travel
in
Singapore.
