Campaign SpotlightPress Release

The Singapore Tourism Board turns ordinary moments into extraordinary adventures in ‘Made in Singapore’

SINGAPORE — The Singapore Tourism Board (STB) has unveiled “Made in Singapore,” its latest global campaign that invites the world to Singapore, where things are made a little… unexpected.

Singapore’s tourism recovery is picking up strongly. To inspire travelers to visit the destination, STB understood the need to appeal to a more purposeful mindset. Based on a study conducted by The Shophouse @ Publicis, across 10 global markets in late 2021, 60% of people are looking for more meaningful travel, and close to 80% of those planning for more meaningful travel are looking for destinations that inspire them.

The new campaign puts a fresh spin on STB’s Passion Made Possible destination brand by spotlighting quintessentially Singapore experiences, from iconic attractions to hidden gems, that turn ordinary moments into extraordinary ones.

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The “Made in Singapore” campaign aims to keep Singapore top of mind and in conversations by showcasing the country’s key attributes: an inspiring City in Nature that is not only vibrant and cosmopolitan but also rooted in open, multicultural heritage — a place where unexpected twists on familiar moments are made possible.

The campaign is launched with a film directed by Singaporean filmmaker Martin Hong, best known for his music videos with international artists such as Billie Eilish. The film showcases how seemingly ordinary moments – star-gazing, ride shares, workouts – can become unique and unexpected experiences made possible only in “SG.”

Kenneth Lim, Assistant Chief Executive (Marketing Group) at STB, said, “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. 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.”

A project truly “Made in Singapore” in collaboration with Singapore production partners – including Abundant Productions – this creative platform will frame STB’s global campaigns and its messages moving forward.

From “forest bathing” at the unexpected setting of Jewel Changi Airport’s Rain Vortex, to working up a sweat dining at Lau Pa Sat hawker centre and witnessing a colourful “air show” at the all-new Mandai Bird Paradise, Singapore turns imagination into inspiring travel experiences.

“One thing we can proudly say about Singapore is that we make things happen. This spirit has turned us into a rather extraordinary place, never settling for the familiar, constantly pushing to be better, and, essentially, making imagination come to life. If we can think it, we can do it. And through this campaign, we hope this passion of making things happen can inspire travelers to want to see our imaginative experiences in the flesh,” said Janson Choo, Executive Creative Director at BBH Singapore and The Shophouse @ Publicis.

STB appointed Publicis Groupe Singapore in January 2022 when The Shophouse @ Publicis was assembled to respond to integrated briefs as a consortium. This multi-disciplinary solution incorporates best-in-class creative (BBH), media (Zenith Media), digital, data (Digitas) and production (Prodigious).

“Made in Singapore” replaces STB’s SingapoReimagine international recovery campaign launched in November 2020 to rekindle passion for travel in Singapore.

‘Made in Singapore’ will roll out across key markets globally including China, India, Indonesia, South Korea, the United Kingdom, and the United States, amongst others. Anchored on the film, the full-funnel campaign incorporates activations, brand partnerships, and always-on paid media. Crucially, collaborations with content creators and influencers will engage interest communities and build walkability about Singapore as an unforgettable destination, while two social-first content series are on the horizon.

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