The Singapore Tourism Board’s global campaign “Made in Singapore” aims to inspire travellers to choose the country as their next travel destination. The campaign puts a fresh spin on the ‘Passion Made Possible’ destination brand, highlighting Singaporean experiences, from iconic attractions to hidden gems.
The campaign adopts a playful approach to convey the spirit of MIS, showcasing forest bathing at the Jewel Changi Airport’s Rain Vortex, working up a sweat dining at Lau Pa Sat hawker centre, and witnessing a colourful “air show” at the Mandai Bird Paradise.
GB Srithar, Regional Director – India, Middle East, South Asia and Africa, Singapore Tourism Board, said, “Indian travellers are increasingly seeking to connect deeply with a travel destination by venturing into off-the-beaten-path, less-explored, and previously unimagined experiences. This new campaign aims to resonate with these discerning Indian travellers by highlighting how the ordinary is made extraordinary in Singapore through the rich tapestry of unique and distinctly Singaporean experiences. ‘Made in Singapore’ a testament to how a destination like ours makes possible a travel experience filled with a renewed sense of wonder and limitless possibilities.”
Kenneth Lim, Assistant Chief Executive (Marketing Group), Singapore Tourism Board, 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.”
Buoyed by strong fundamentals that make Singapore an attractive destination, the country’s tourism sector is poised for strong growth, informed an official statement. It added that competition among destinations continues to intensify, along with changes in travel behaviour.
The ‘Made in Singapore’ campaign thus has the stated aim of keeping Singapore top of mind and connect across different travellers by showcasing the country’s key attributes.
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