Singapore Tourism Board unveils ‘Made in Singapore’ global campaign

Singapore Tourism Board has unveiled its latest global campaign, ‘Made in Singapore’, designed to inspire travellers to choose the island state as their next travel destination.

‘Starry Nights’ (showing Gardens by the Bay) is one of the five posters unveiled by STB, along with ‘Wonderland’, ‘Time Travel’, ‘Cityscapes’, and ‘Rain Showers’, each showing a different Singapore experience. Photo courtesy: Singapore Tourism Board

The campaign puts a fresh spin on the ‘Passion Made Possible’ destination brand. It puts the spotlight on quintessentially Singapore experiences, from iconic attractions to hidden gems, and how ordinary moments are turned into extraordinary experiences in Singapore.

A Singapore icon: Jewel Changi Airport’s Rain Vortex. Photo courtesy: Instagram/stb_sg

The ‘Passion Made Possible’ destination brand, launched in 2017 by the Singapore Tourism Board and Singapore Economic Development Board, celebrates Singapore’s unique attitude and mindset: a passion-driven, never-settling spirit of determination and innovation that constantly pursues possibilities and reinvention.

Kenneth Lim, Assistant Chief Executive (Marketing Group), STB, said, “The Made in Singapore campaign is anchored in 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,” said Lim.

Time travel to the Singapore of another era through vibrant traditional architecture. Photo courtesy: Instagram/stb_sg

Buoyed by strong fundamentals that make Singapore an attractive leisure and business destination, the country’s tourism sector is poised for strong growth. However, competition among destinations continues to intensify, along with changes in travel behaviour.

A study conducted in November 2021 with over 3,000 respondents across 10 overseas markets found that over 60 per cent of people were looking for more purposeful travel, and close to 80 per cent of those planning for purposeful travel were looking for destinations that would inspire them. The markets covered were: Australia, China, India, Indonesia, Japan, the Philippines, South Korea, United Kingdom, United States, and Vietnam.

The ‘Made in Singapore’ campaign, therefore, aims to keep Singapore top of mind and connect across different travellers by showcasing the country’s key attributes: an inspiring City in Nature destination that is not only vibrant and cosmopolitan, but also rooted in strong multicultural heritage.

Singapore is as green as it is modern and shiny. Photo courtesy: Instagram/stb_sg

To build emotional affinity and inspire travel to Singapore, the campaign adopts a bolder and playful approach to convey the spirit of Made in Singapore: where a twist on the familiar creates a holiday filled with wonder. 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, to witnessing a colourful “air show” at the all-new Mandai Bird Paradise, Singapore turns imagination into real and inspiring experiences for travellers.

‘Made in Singapore’ will roll out across key markets globally, including China, India, Indonesia, South Korea, the United Kingdom, and the United States.

As global travel continues to pick up pace, STB expects this year’s visitor arrivals to recover to about 12 to 14 million, and tourism receipts to around SGD 18 to SGD 21 billion, approximately two-thirds to three-quarters of pre-COVID 2019 levels.