STB join hands with Vh1 to launch music video with Indian-Americanrapper Raja Kumari
The second wave of the Singapore Tourism Board’s ‘Passion Made Possible’ campaign for India kicked off with an event that positioned the city as the ultimate party destination under the title ‘#PartyLikeInSG’.
As part of ‘Passion Made Possible’ last year, STB had built a campaign around ‘passion tribes’ catering to audiences segmented by interests such as foodies and collectors.
The ‘passion tribes’ of the second wave include socialisers, action seekers and culture shapers. According to the STB, cultural shapers enjoy “immersing themselves in arts and culture to gain new perspectives”, action seekers are “always chasing the next adrenaline rush” and socialisers “enjoy the energy of the nightlife and entertainment scene and how music enables them to blend these experiences together”. The current campaign targets the socialisers segment.
STB also collaborated with music channel VH1 for its first ever music video in India titled Unstoppable featuring Grammy-nominated Indian-American rapper Raja Kumari, electronic music act MidivalPunditz and Singaporean B-Boying crew RadikalForze.
India is the third highest contributor of visitor arrivals to Singapore at 1.27 million for 2017. At a growth rate of 16%, the country also registered the sharpest increase in visitors to Singapore and was a leading source market for cruise travel.
STB’s Regional Director for South Asia, Middle East and Africa GB Srithar said, “We are keen to engage the young and fun-loving Indian travellers.
“Show them a different side of Singapore, in addition to being a great family destination. From the coolest indie gigs and the biggest international concerts, to eclectic music festivals, raves and jazz nights, Singapore has a diverse and vibrant music and event scene.
“This will appeal to the lifestyle and entertainment seeking travellers. As we launch Wave Two of our brand, we invite our Indian visitors to come make new friends or reconnect with old ones through the myriad of nightlife and entertainment offerings in Singapore.”
The campaign which will include consumer events and industry partnerships will roll out by mid-2019.