Singapore Tourism Board launches Made in Singapore global campaign

The Singapore Tourism Board (STB) has unveiled Made in Singapore, its latest global campaign to inspire potential visitors to choose Singapore as their next travel destination.

Putting a new spin on the Passion Made Possible destination brand, the new campaign spotlights quintessentially Singapore experiences, from attractions to hidden gems, and how ordinary moments are turned into extraordinary experiences in Singapore.

Launching the new campaign on Wednesday, STB Assistant Chief Executive (Marketing Group), Kenneth Lim advised “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.”

Lim sees that Singapore’s strong fundamentals as an attractive leisure and business destination, position the nation for strong tourism growth.

However, he notes that competition among destinations continues to intensify, along with changes in travel behaviour citing a November 2021 study across 10 overseas markets which found that over 60% of people are looking for more purposeful travel, and close to 80% of those planning for purposeful travel are looking for destinations that inspire them.

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.

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, and 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 replaces STB’s SingapoReimagine international recovery campaign launched in November 2020 to rekindle passion for travel in Singapore.