Speaking at the launch event, STB acting chief executive Melissa Ow revealed that STB’s marketing efforts have reached more than 555 million and attracted close to 300 million video views.
Singapore Tourism Board (STB) has launched a new raft of marketing activities under its destination marketing brand Passion Made Possible, launched last August, that will highlight niches in sports, culture and entertainment.
Speaking at the launch event, STB acting chief executive Melissa Ow revealed that STB’s marketing efforts have reached more than 555 million and attracted close to 300 million video views.
Similar to last year, campaign efforts will cover 16 overseas markets, although this year will see the campaign roll out progressively over the next few months.
“Over the past year, it has been gratifying to find the Passion Made Possible brand resonating well with domestic, international and trade audiences. Our storytelling approach to destination branding has been lauded for being refreshing and inspiring, and many have shared feedback that they enjoy the personal stories of Singaporeans and discovering a deeper side to Singapore as a destination,” commented Lim Shoo Ling, brand director, STB.
This round, the campaign will feature about 80 new ‘home-grown’ talents, who will contribute to a range of marketing activities, such as appearances in short films and promotional events overseas.
They include personalities such as singer-songwriter Nathan Hartono, contemporary artist Jahan Loh, indoor skydiver Kyra Poh, founder of Geylang Adventures Cai Yinzhou, as well as culinary teacher Ruqxana Vasanwala.
Last year, STB introduced a total of seven areas during its campaign debut, releasing films that showcase Singapore’s destination offerings for niche interest such as food, shopping, nature and adventure.
To date, STB has highlighted a total of 27 tours – an addition of three new tours – based on these seven interest areas. New to this list are a biking and food tour, back alley tour of the Little India district, and a street art and food tour.
Themed hotel experiences are also another aspect that visitors can now enjoy. Launching earlier this month was Singapore-inspired hotel rooms by Far East Hospitality across its Village Hotel properties.
In October, heritage and fashion buffs can look forward to specially curated tours and showcases in addition to their stay at Amara Sanctuary Resort Sentosa and Ascott Orchard Singapore respectively.
From November, creatives types interested to plug into the local scene in a snazzy setting will be able to check out workshops on topics such as fashion, fitness, tech, art, travel and culinary delights at M Social Singapore.