The most recent integrated campaign demonstrates how a rich tapestry of singular and unexpected encounters made possible only in Singapore can elevate the mundane to the spectacular.
The “Made in Singapore” (MIS) global campaign, launched by the Singapore Tourism Board (STB), aims to encourage tourists to make Singapore their next trip destination. The marketing campaign gives the Passion Made Possible destination brand a new look by highlighting uniquely Singaporean experiences, from famous landmarks to undiscovered gems, all of which are strongly entrenched in the distinctive passions that define Singapore’s identity.
Indian tourists are increasingly looking to connect deeply with a travel destination by partaking in off-the-beaten-path, less-explored, and previously unimagined experiences, according to GB Srithar, Regional Director – India, Middle East, South Asia & Africa, Singapore Tourism Board. By emphasizing how Singapore’s rich tapestry of distinctively Singaporean experiences elevates the ordinary, this new campaign hopes to connect with these discriminating Indian tourists. “Made in Singapore” is proof that a place like ours may enable a travel encounter rife with a fresh sense of wonder and infinite opportunities.
“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,” said Kenneth Lim, Assistant Chief Executive (Marketing Group), Singapore Tourism Board. With this most recent campaign, we hope to further solidify Singapore’s reputation as a place where dreams come true. Our intention is to encourage travel to Singapore by showcasing the commonplace experiences that Singaporeans only experience as remarkable and unforgettable.
Singapore’s tourism industry is positioned for robust growth because to solid fundamentals that make the city-state an appealing travel and business destination. However, as well as changes in travel habits, rivalry between locations continues to grow. In a research done in November 2021 with more than 3,000 respondents in ten foreign markets, it was discovered that more than 60% of individuals are seeking more purposeful travel, and that over 80% of those planning purposeful travel are looking for inspiring locations. By highlighting Singapore’s main characteristics as an exciting City in Nature destination that is not just dynamic and cosmopolitan but also deeply steeped in a rich multicultural heritage, the MIS campaign aims to keep Singapore top of mind and engage with a variety of travelers.
The campaign employs a bolder and creative style to portray the spirit of MIS: where a variation on the familiar produces a travel experience filled with amazement. This is done to foster emotional affinity and encourage travel to Singapore. Travelers can experience a variety of imaginative activities in Singapore, such as woodland bathing at Jewel Changi Airport’s Rain Vortex, working up an appetite at Lau Pa Sat hawker center, and taking in a colorful “air show” at the brand-new Mandai Bird Paradise.
This eccentric personality is also reflected in the newest additions to Singapore’s destination offers. Imagine a beachfront lifestyle with cutting-edge seaside entertainment, such as electric go-karts, a floating aqua park, mini-golf, beach clubs, and delicious food trucks, at Sentosa’s The Palawan at Sentosa by Shangri-La Group. PLUME, the brand-new cocktail bar at Pan Pacific Singapore, offers visitors a distinctive take on the classic drink experience by serving up fresh flavors inspired by neighborhood birds. And for those looking for a truly unique culinary experience, Lou Shang, a hidden treasure of a café, offers fusion cuisine that takes well-known regional favorites and gives them a thrilling new spin. (For a list of fresh, cutting-edge experiences visitors to Singapore can look forward to, consult Annex A.)
MIS takes the place of STB’s SingapoReimagine international recovery campaign, which was introduced in November 2020 with the goal of reviving Singaporeans’ love of travel.
Source- Travel daily