MarketingThe superhero icon wears a new badge as Singapore's tourism ambassador in Japan.

Ultraman powers up for STB's new campaign

Ultraman shows up in Merlion Park as part of STB's SingapoReimagine campaign.
Ultraman shows up in Merlion Park as part of STB's SingapoReimagine campaign. Photo Credit: Singapore Tourism Board

Popular Japanese superhero icon, Ultraman, is taking on a new role in Singapore Tourism Board's (STB) latest campaign in Japan.

Titled “SingapoReimagine Ultraman”, the virtual campaign will run for 1.5 years and features Ultraman as the Ambassador of Light to mark the 55th anniversary of Singapore-Japanese diplomatic relations, said Markus Tan, STB's regional director for North Asia.

The Japanese superhero is also celebrating its 55th anniversary in 2021.

As part of the collaboration, STB will work with global entertainment company Tsuburaya Productions to develop video content, key visuals and special merchandise, which will feature Ultraman characters in Singapore.

These will be rolled out in phases, depending on the Covid-19 situation.

"The campaign will also look ahead to a reimagined Singapore and drive anticipation for travel – by leveraging Ultraman’s brand power and audience network in Japan, as well as in other markets where Ultraman is popular, such as Malaysia, Indonesia, Philippines, Thailand, Hong Kong and Taiwan," said Tan.

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