MarketingA series of six videos showcase Singapore as a family-friendly sporting playground.

Tiny but tough: young athletes star in STB’s new campaign

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Former world tennis champion Martina Hingis races 12-year-old Singaporean kart-racer Christian Ho as part of the Tiny Trainers Tutorial video series. Photo Credit: STB
STB 1 J.Schooling_Photo by AndrewJKTan_0022

Acknowledging Singapore will not be “competing” with destinations such as New Zealand, the campaign will instead focus on “differentiating [Singapore] from the usual sporting brands and destination marketing stories”, said Lim Shoo Ling, director, brand, Singapore Tourism Board (STB). 

A new video campaign featuring Singapore’s young sporting and adventure personalities aims to showcase the lion city as an accessible, family-friendly “sporting playground” for visitors.

Acknowledging Singapore will not be “competing” with destinations such as New Zealand, the campaign will instead focus on “differentiating [Singapore] from the usual sporting brands and destination marketing stories”, said Lim Shoo Ling, director, brand, Singapore Tourism Board (STB). 

The video campaign spotlights Singapore’s sporting culture and activities through the eyes of young professional athletes. 

The series of six videos showcases, ranging from personal profiles to an adventure itinerary around the city and a lighthearted “tutorial” series that see top international sporting stars coached by their tiny experts for a day.

In one of the videos, skydiving duo Vera Poh and Kai Minejima-Lee spend a day tutoring Olympic and Asian Games gold medalist Joseph Schooling. Viewers can also catch former world tennis champion Martina Hingis learn fun-karting from 12-year-old Singaporean kart-racer Christian Ho.

Speaking at a media event, Singaporean football legend Fandi Ahmad, one of the campaign’s ambassadors said that “sports is everywhere in Singapore”. 

“The sporting scene in Singapore has grown, with events such as the International Champions Cup (ICC) and the Singapore Rugby Sevens,” said Ahmad. 

Other sporting personalities featured in the campaign include May Ooi, a mixed martial arts (MMA) fighter and former Singapore national swimmer and Olympian, and professional wakeboarder, Sasha Christian and many others in sports from football to skateboarding, kayaking, rock climbing, inline hockey and strider biking.

In another video, viewers catch a glimpse of the action around Singapore, from bungee jumping to zip-line with indoor skydiving World Cup champions Kyra Poh and Choo Yi Xuan. 

The e-sports industry is also represented in the campaign, which features world-champion esports athlete Ho Run Xian, or Xian, as he is widely known. 

The video campaign is part of the larger Passion Made Possible destination marketing campaign, which was first launched in August 2017. 

A second wave of the campaign – targeting three areas, nightlife, arts and culture, and adventure and nature – was rolled out globally last August in countries such as Australia, Malaysia, US, Japan, Philippines, UK, Thailand, Taiwan, Vietnam. Russia, India, Indonesia, Myanmar, and China.

This year, the campaign will be launching in Germany in March and Korea in April.


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