The Singapore Tourism Board (STB) has unveiled Made in Singapore, its latest global campaign aiming to inspire travellers to choose Singapore as their next travel destination.
The campaign spotlights quintessentially Singapore experiences, from iconic attractions to hidden gems.
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.”
Singapore remains an attractive leisure and business destination, with the country’s tourism sector poised for strong growth. However, a study conducted in November 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 Made in Singapore 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.
By highlighting key experiences including forest bathing at the Jewel Changi Airport’s Rain Vortex to dining at Lau Pa Sat hawker centre and witnessing a colourful “air show” at the new Mandai Bird Paradise, the campaign adopts a playful approach to convey the spirit of Made in Singapore.
Made in Singapore will roll out across key markets globally including the UK, China, India, Indonesia, South Korea, and the U.S. 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.
Made in Singapore replaces STB’s SingapoReimagine international recovery campaign which launched in November 2020.