The Lion City is stepping up its tourism game with the launch of the
‘Made in Singapore’ global campaign by the Singapore Tourism Board (STB)
to inspire travel the city-state by showcasing unique and
quintessentially Singaporean experiences.
Kenneth Lim, assistant chief executive (marketing group) at STB,
explained that the "Made in Singapore" campaign builds upon the
foundation of the Passion Made Possible destination brand, which
embodies Singapore's spirit of fulfilling individual passions and
creating new possibilities.
Lim stated, "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."
The
'Made in Singapore' campaign aims to keep Singapore at the forefront of
travellers' minds by highlighting the country's key attributes: an
inspiring "City in Nature" destination that is vibrant, cosmopolitan,
and deeply rooted in multicultural heritage.
To engage and inspire travellers, the campaign takes a bold and
playful approach, emphasising how ‘Made in Singapore' experiences
transform the ordinary into the extraordinary, creating holidays filled
with wonder. Travellers can look forward to experiences like ‘forest
bathing’ at the unexpected setting of Jewel Changi Airport's Rain
Vortex, dining adventures at Lau Pa Sat hawker centre, and witnessing a
colourful 'air show’ at the all-new Mandai Bird Paradise.
The campaign will be launched globally across key markets, including
China, India, Indonesia, South Korea, the UK, and the US. In addition to
its online and social media presence, the campaign will feature
in-market activations, industry partnerships, collaborations with
content creators, and familiarisation trips for media and influencers.
The launch of the "Made in Singapore" campaign marks a departure from
STB's previous international recovery campaign, ‘SingapoReimagine’,
which was launched in November 2020.